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Each spring, April Fools’ Day arrives with a fresh opportunity for brands to prove themselves foolish. Amid a pandemic that’s raised consumers’ collective anxiety level to unseen heights, one might assume that brands would sit this year out rather than risk causing any more undue stress to a consumer base teetering on the edge of sanity.
And yet, dozens of brands have proved willing to risk their credibility in an attempt to be funny. That usually proves most problematic for brands that stake their reputations on the truth, like news organizations, or brands that are already working to rebuild trust, like