April Fools’ Day offers an opportunity for marketers and brands to add some fun and go off-piece with their messaging. It’s the perfect time to step away from the usual content and experiment with clever pranks, unexpected campaigns and viral stunts that can stand out in the crowd.
So, which brands nailed it or failed it with their April Fools marketing?
Brands that nailed it
1. Yorkshire Tea Microbrew – A teavolution
Yes, you read that right, a microwaveable brewpouch! No kettle required – just a gentle press of a button, and your cup of tea is ready! I think we heard millions of Brits cry out in pain minutes after Yorkshire Tea published their newest product. Being a Yorkshire-born and bred company, we had to hold a moment of silence in our office.
In their April Fools campaign, the company mentioned, “No more waiting for the kettle to boil like an idiot – our patented microwave BrewpouchTM is pre-infused and piping hot in just 60 seconds. Available in Original, Gold and Caramelised Biscuit.”
Microwaving tea is sacrilegious, which is why it caused such a huge conversation on all social media platforms. An angry Threads user lashed out on their post, saying, “What’s happened to the Bastions of Proper Tea?” You know you’ve nailed it when you’ve got people talking about you first thing in the morning.
The Yorkshire Tea team truly nailed the timing of their post, sharing it in the early morning hours when everyone is delighting in their first brew.
2. Dyson Airbrow
Dyson blew us away (quite literally) with their April Fools campaign. They posted a video of an influencer perfecting her brows with a teeny tiny version of the iconic Dyson Airwrap. They called it a Dyson Airbrow. In their post, they promised this product would “sculpt, shape and set beautiful brows with precision airflow.”
The reactions were quite contrary to Yorkshire Tea’s campaign. People actually wanted the product. An Instagram user commented, “Brain says it’s an April fool’s heart says I NEED this,” and we agree. Make it happen.
3. Duolingo World Cruise
This blog would be incomplete without mentioning Duolingo, and this year, they did not disappoint. In collaboration with Carnival Cruises, the big green bird announced a five-year cruise that will take you across all seven continents. You’ll have the chance to explore 195 countries and learn over 40 different languages along the way. That’s an offer you simply can’t refuse.
In their post, they expressed, “Book the Duolingo World Cruise on Carnival now at the link in bio. Get ready for a vacation where the fun NEVER ends!”
Users loved this campaign because of its unique nature. Now that we’ve praised you – Duo, please let our family out of the basement. We won’t break our streak again.
4. SubWHEY footlong protein
If you’re looking to up your gains and love Subway’s footlongs, this new menu item is just for you. During lunchtime, Subway UK and Ireland introduced some exciting new protein shakes in three delicious flavours: Classic BMT, Big Breakwich and Meatball Marinara. Each bottle is packed with over 40 grams of protein, bringing all your favourite flavours together to fulfil your cravings.
In their post, they wrote, “SubWHEY has arrived, and your protein fix has never looked (or tasted) this good” The comment section was in a frenzy. While some people hoped to erase this campaign from their brains, others were really on board with the idea.
The campaign was a success, with other brands like Aldi, Grenade and Crocs supporting the release in the comments. Would you give this drink a try?
5. Drop it like it’s hot – BrewDog’s hot beer
Are you tired of getting frostbite on your fingers from holding cold cans of beer? Why not try Brewdog’s hottest new product? The brand described this as “Like the Cold Beer you know and love. Except really, really hot.”
The response to this campaign was quite shocking. One commenter mentioned, “I know this is an April fool, but weirdly, I would actually appreciate it if this was a thing.”
Brands that failed it
Nowadays, brands are very careful with the campaigns they publish. Jokes are not what they used to be. Brands can come under major scrutiny if they go overboard with a social campaign. This is why you need an expert’s perspective. Not to toot our own horn, but our approach makes sure your campaigns are fit to shine.
Let’s look at past April Fools’ campaigns that totally failed it.
1. Tesla’s ‘Bankruptcy’ announcement (2018)
We’d only trust in Elon to cause a stir. He is no stranger to pulling stunts and talking without a filter.
On April 1, 2018, Tesla CEO Elon Musk tweeted that Tesla had gone “completely and totally bankrupt,” even suggesting that despite the last-minute ditch efforts, they had gone absolutely bankrupt.
Considering the already ongoing financial challenges Tesla was facing due to the fatal Tesla Model X crash, the joke didn’t land well, resulting in a 5% drop in the company’s stock price the following day. Even the investors didn’t find it funny, making their disappointment obvious with criticism.
Another reason this campaign fell flat is that employees were afraid of potential layoffs. One lesson to learn: never joke about bankruptcy.
2. Free beer for life by Bier Company (2022)
Who would pass on the opportunity to get free beers for the rest of their lives? Literally nobody.
Bier Company sent emails to existing customers announcing they had won a “Black Card,” granting them eight free beers with free shipping per month for the rest of their lives. All they had to do was use the code ‘SLOOFLIRPA’ (April Fools in reverse) to claim their prize.
There was just one small detail missed in the fine print. After enjoying a month of free beers, customers would face a subscription fee of £22.95 each month. Enraged by the let-down, 40 customers filed complaints with the Advertising Standards Authority (ASA).
The legalities regarding the refunds were not disclosed. However, the ASA gave the Bier Company a slap on the wrist.
3. Coke’s Insta-worthy flavours (2018)
Coca-Cola’s 2018 April Fools campaign received only 170 likes on X (formerly Twitter) – yikes—every social media team’s worst nightmare.
It all happened when Coca-Cola GB’s X tweeted, “Calling all Insta-loving millennials! Today we’re excited to introduce three gram worthy flavours… Coca-Cola Zero Sugar Avocado, Sourdough and Charcoal. Ready to give them a try?”
The joke did not land with their followers because the campaign felt like a forced attempt to join in on the millennial-bashing trend. Our tip – if you plan to poke fun at a trend, ensure it feels inclusive rather than making fun of those you are trying to sell to.
That was all for our top 5 2025 Nailed It and top 3 Failed It April Fools campaigns. We hope you found some inspiration for your next campaign. One thing for you to keep in mind: have fun and be considerate of others while you’re ideating!
But if you still need an expert to create a standout campaign for you, why not get in touch?
