April Fools’ Day is back.
In 2020, consumers fairly explicitly communicated to brands that the second month of a global pandemic was really not the time to be Fools-ing around—and, for the most part, brands took the hint.
We saw a few April Fools’ brand stunts the following year, mostly of the harmless and charmingly silly variety, including some good ones from Sweet’N Low, Adult Swim and 7-Eleven, plus a variety of disgusting fake beverages.
This year, though, brands have elected to bring their best (or so we’re told) April Fools’ gags in full force, with a broad range of stunts that aim to entertain, delight and, once again, disgust.
From Queens to Brooklyn in a New York minute
New York-based budget airline JetBlue knows that its city’s roads are often congested, and the subways delayed. So it’s offering a new route between JFK and LaGuardia airports, because there’s no traffic in the sky. —Eva Kis
Sun-Maid adds grape jerky to its portfolio
The brand famous for raisins is expanding its product lineup with grape jerky, a meatless snack “100% shriveled by the sun.” Enjoy them while exploring the great outdoors. Or while scrolling through TikTok on the couch. —PH
Sour Patch Kids adds pretzels from Auntie Anne’s
Would Sour Patch Kids gummies be better with pretzels? That’s the premise behind the social media prank by the candy brand, which mocked up what that texturally questionable mashup might look like. The prank was credited to “the intern.” —Kyle O’Brien
Domino’s UK sets up Garlic and Herb sauce tap
For its April Fools activity, Domino’s in the U.K. has launched a “dip tap” of its famous Garlic and Herb sauce where customers can now fill up by the liter in store. —Stephen Lepitak
Deliveroo bans divisive pizza topping
Pineapple is one of the most controversial pizza toppings. British online delivery service Deliveroo has taken a stand on this divisive issue, banning pineapple from all pizza orders on its app. “You wouldn’t juice a ham. You wouldn’t zest a lasagne,” the brand said on Twitter. It has a point. —BK
Hellmann’s and Butterfinger concoct a sweet mayo
Weird food mashups are a classic April Fools’ Day prank—and now add to the canon Hellmann’s Butterfinger mayonnaise. The mayo and candy bar brands teamed up to make a “more crispety, crunchety and peanut buttery” spread, and even offered up a recipe for a cake using the product. The truth behind the joke is that mayonnaise can help make a cake more moist. —BK
Friday is pot pizza night
Papa John’s and British instant noodle brand Pot Noodle collaborated on a “Pot Pizza” menu. The restaurant chain’s classic menu items are paired with three Pot Noodle flavors, with Bombay Bad Boy, Chicken & Mushroom and Beef & Tomato pizzas on offer. Looks like a messy eating experience. —BK
Honda offers premium pet experience
If you hate to be separated from your furry best friend, Honda has launched a new range of pet co-pilot front seats, so dogs can ride in style too. After launching the first edition for dogs, the car brand said it will also roll out features for fish, hamsters and guinea pigs. —BK
Tormented by the Duolingo Owl? You may be entitled to compensation
“Did you want to learn a new language but lost your streak—and your loved ones? Did you receive disturbing threats such as ‘Spanish or vanish,’ ‘French or the trench’ and ‘Japanese or broken knees’?” If you’ve ever used—and forgotten to use—Duolingo, you may be one of the mysterious disappearances a mock law firm called Menchetti & Sons is investigating in a suit against the language learning app. Duolingo created this video along with a real hotline, 781-STOP-OWL, complete with automated text and voicemail responses. —JZ
T-Mobile introduces ‘New Magenta’
T-Mobile is rolling out a reimagined pillar of its brand identity. The telecom company’s iconic magenta is getting a makeover as it introduces “New Magenta,” also known by the incredibly appropriate HEX code #TMO-040122. The rollout comes with a dedicated website, celebratory swag and more. (Also it’s the same color as the old magenta.) —JZ
CareerBuilder has the job for you: Cat Herder
CareerBuilder has a new gig that anyone in marketing is well suited for: cat herder. The description for the (faux) position targets candidates with experience wrangling “large, unruly groups.” It also comes with added perks like “managing the day-to-day needs of cats and providing their deliverables.” —JZ
U by Kotex pairs chocolate and periods in the worst way possible
What’s more comforting when Aunt Flo arrives than some chocolate? U by Kotex has bundled function and comfort food into one handy, horrifying package with its New U by Kotex Chocolate Pads. These dark chocolate treats “closely resemble the design of U by Kotex Ultra Thin Pads” but come with an added dose of traumatizing realism in the form of a raspberry ganache filling. *Gag* —JZ
FreshDirect put croissants in a can
Online grocer FreshDirect launched Connor & Ady’s Baked-Hard Seltzer, an artisanal beverage infused with flavors from the pastry case. Options include La Brown-Ouî, La Müffin Bottom and Original La Croixxant. Made in Brooklyn. —PH
Dr. Squatch leaves consumers feeling “dry-rubbed” with beef jerky soap
Men’s soaps have a reputation for having overly “manly” names like Bear Snarl and Mountain Smash—but why not keep things straightforward? Now you can have your beef jerky and smell like it too with Dr. Squatch’s April Fools’ Day prank: The Beef Jerky soap bar, which “features a smoky sirloin scent plus exfoliants from natural spices for a clean that will make you feel like a meaty, dry-rubbed masterpiece.” —JZ
Welch’s leaves fruit snack lovers bitter with air fried Brussels sprouts
Welch’s fruit snacks have been around since 1998. The Concord, Massachusetts-based company decided on a faux-refresh of its product 24 years later with the bitter release of air-fried Brussels sprouts veggie snacks. The 10-pouch packaging is green, with natural and artificial flavors. The air-fried feature is a solid step in the right direction, but the product is missing a piece to the puzzle: some seasoning. —RC
Lox Club makes all men short kings
Dating app Lox Club, which bills itself as “a members-only dating app for Jews with ridiculously high standards,” is honoring short kings for April Fools’ Day by adjusting the listed height of every man using the app to 5’6”. So-called “April Fools’ Mode” will be activated throughout the day, though users can still tap the height to see the real measurement. —JZ
Magic Spoon rebrands and gives away “Stroons”
Usually you’d enjoy your cereal first, then drink the milk. But what if you want to enjoy them at the same time? Magic Spoon has the solution: The Magic Stroon. Part straw, part spoon, all magic. In fact, the brand is temporarily rebranding as Magic Stroon, and in celebration it’s giving away real Magic Stroons with every purchase. —JZ
Pumpkin’s new super dog breed
Pumpkin Pet Insurance has a solution for people who want pets but don’t want to deal with all that pesky training and care. The brand has uncovered a rare super-dog breed with “impressive health qualities” including a 30-year lifespan and resistance to toxic foods and obesity. The so-called Douzle is also said to be instinctively house-trained from birth, shed-free, and “its poop doesn’t even smell!” Just to be clear, this dog breed doesn’t exist, but one can dream. —JZ
Ipsy x Glamnetic make pets glamorous with magnetic lashes for furry friends
Also in the pet care universe, one stunt gives cats and dogs “the glow-up they deserve.” Beauty subscription box purveyor Ipsy and magnetic lash brand Glamnetic teamed up for April Fool’s Day on (faux) faux lashes and eyeliner—for your pets. —JZ
Peace Coffee has your morning covered with Mouth Peace Dental Care
For mornings, Peace Coffee took inspiration from the 2-in-1 shampoo and conditioner for April Fools’ Day. The coffee brand is streamlining early-day priorities with a toothpaste and mouthwash combo called Mouth Peace. The coffee-infused toothpaste comes in three flavors of Guatemalan pour over, Black Squirrel double espresso, and decaf French press, while the mouthwash comes in Yeti cold brew. —RC
Bud Light goes very vintage
Because people are nostalgic and enjoy TV shows about olden times, such as Bridgerton, Bud Light introduced the Really Really Retro Pack. The regency era was never this classy. —PH
A meat treat for your nose
If your home, office or bedroom doesn’t smell like meat already, Stryve Foods can help. The snack company is offering three beef-scented candles through its website. Fill your space with the aura of original, hickory and spicy peri peri. —PH
Planoly crosses the “T” for its new plant management system
Gen Z’s two favorite pastimes of plants and social media are coming together. For its April Fools’ Day stunt, social content platform Planoly launched a plant management system named Plantoly to help consumers always remember when to water their plants, while creating a watering schedule and tracking plant growth with Plantalyze. —RC
