Who doesn’t enjoy an April Fools’ Day prank? Over the years, the day has become a staple in big brand marketing campaigns and, nowadays, April Fools’ pranks are virtually unavoidable – whether you’re scrolling through social media, listening to the news or reading your daily newspaper over breakfast.
Thanks to more big brands having creative in-house teams, or working closely alongside innovative agencies, year-on-year we’re seeing an increasing number of businesses capitalising on the event with PR stunts that capture attention.
And with lots of brands having a strong presence on social media, the process of setting up an elaborate joke and fooling millions of people has never been easier.
April Fools’ jokes aren’t just a fun distraction for a bored PR team or social media manager – there can be a real value in putting in the effort. Research from The Drum suggests 86% of people in the UK think humour is one of the best ways a company can connect with them, and 68% say they think April Fools’ campaigns are funny.
If done right, a cleverly designed PR stunt can significantly increase social engagement and brand awareness, whilst also entertaining your audience – having a hugely positive impact on your business.
So, here’s some of our favourite April Fools’ Day publicity stunt examples from recent years, to give you some inspiration…
LEON’s Aioli toothpaste
On April Fools’ Day this year, fast food chain LEON pranked the nation by announcing a brand new Aioli flavoured toothpaste – something that would be sure to awaken your senses when you’re getting ready in the morning!
The new product was described as “tangy, creamy and with extra bite” and the brand even took the PR stunt one step further by creating a fictional ‘Senior Dental Officer’ who commented: “Mint has been monopolising toothpaste for far too long – it’s time for a taste of garlicky goodness!”
Although we love to dip a chip in Aioli, we’re not sure we’d have many admirers after brushing our teeth in it…
Scratch & Sniff paint from Dulux
One for the foodies and the interior designers, Dulux’s innovative Scratch & Sniff paint was another fantastic publicity stunt example from April Fools’ Day 2024.
Cleverly using the hook of Easter, as well as April Fools’ Day, this PR stunt saw Dulux announce a limited edition scented paint range in a number of delicious scents – including Hazelnut Truffle, Chocolate Sprinkles, Caramel Cream and Cookie Dough.
Customers were told that the paint would fill rooms with the sweet scents after just 2 hours of being painted on, giving a room that “smells as good as it looks”.
The Sainsbury’s Double Decker Shopping Trolley
Is there anything more stressful than struggling to push an over-filled shopping trolley around the supermarket? Well, this April Fools’ Day, Sainsbury’s had a solution – the Double Decker Shopping Trolley.
Featuring one trolley stacked on top of the other and the slogan “Your ‘big shop’ just got bigger”, this PR stunt saw customers do a double take, with some initially believing the prank.
And many of the social media comments were encouraging Sainsbury’s to make it a real thing, with one saying “In all seriousness, for a big family this would be ideal.”
Honda’s Ultra Quiet Sonic Hub (HUSH)
Back in 2023, Honda pulled a PR stunt that we all wish was real – HUSH.
This new AI technology was sold as being able to give drivers the ability to drown out distracting sounds at the touch of a button. HUSH would then emit a customisable, continuous audio – whether it’s white noise, whale song or elevator music – to block out driving distractions.
Honda said the technology has “child screaming recognition as standard” as well as the option to block noise from the passenger seat, back seat or both. If only!
The Lost Souls Pop-Up at Thorpe Park
Thorpe Park’s 2023 April Fools’ prank is a great publicity stunt example that made use of a real issue the theme park was experiencing.
After revealing that they discovered over 2,000 pairs of shoes that visitors had lost on its rollercoasters, it announced it would be launching The Lost Souls Pop-Up – a second hand vintage footwear store where shoppers could purchase unclaimed shoes for cheap prices.
It’s definitely a PR stunt that makes you want to double check your laces before getting on a rollercoaster!
We hope you love these April Fools’ Day PR stunts as much as we do!
If you’d like help with your PR, social media or digital marketing, get in touch – especially if you’d like to plan an April Fools’ Day prank for 2025!
