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Reese's, Manscaped, Priceline and More: Brands Take Their Creative Seriously on April Fools' Day
Amping the laugh-o-meter
The annual custom is no laughing matter for brands across all sectors. Well, maybe just a little.
Muse rounds up some of our favorite chuckle-inducing ads below.
Reese’s, ‘Chocolate Bread’
Its official! Reese’s is getting into the sandwich business. The candy company introduces “the perfect upgrade to your favorite PB&Js” with Reese’s Chocolate Bread. “Pair it with Reese’s Peanut Butter and your favorite jelly for the ultimate PB&J experience.” The “announcement” runs on the brand’s social channels.
Manscaped and Dude Wipes, ‘The Dude Man 2.0’
Two purveyors of male grooming products partnered on this “revolutionary Wipe Tech technology” designed to take manscaping to a “hole” new level. For the ultimate derriere, a trimmer attachment ensures that pesky hole hairs are no more. “It’s a must-have ASSet for your grooming routine.” Manscaped and Dude Wipes will be doing a collab post on Instagram with additional social support.
Here’s a ‘brief’ tutorial:
Whisker, ‘Cat Pu / No. 2’
Unpleasant litter box odors are now a thing of the past. The maker of feline pet-care products is offering Cat Pu / No. 2—a candle in Little Robot orders (made on April 1 only). The faux-product transforms into a customer perk. The conversion play was teased via social media, email and influencer engagement in the lead-up to 4/1.
Yoga Renew, ‘Off the Mat’
The online yoga teacher training platform playfully spoofs the digital world with a “new reality series” that takes you behind the scenes of a top yoga studio … or does it? Marketed as an exclusive look into how YogaRenew recruits top talent, manages studio dynamics and builds its strategy, this series sounds like an inspiring masterclass in leadership and mindfulness. Instead, the studio is in total chaos.
Grindr, ONE/SIZE, ‘Hookup-Proof Setting Spray’
The social networking app for gay, bi, trans and queer people partnered with the beauty brand’s bestselling “On ‘Til Dawn Mattifying Waterproof Setting Spray” for a “girthy Grindr update” (complete with a ruler on the can “to measure what really matters.”)
Serhant, ‘SERH-ANT’
No, it’s not Ser-haaaant like “haunt,” but Ser-hant like “ant.”
What to do when there’s so much confusion on how to pronounce ‘Serhant?’ You rebrand to Serh-ant naturally. The global real estate company is rolling out a full-scale campaign that transforms itself into an “‘ant-inspired empire,” complete with an internal email to staff, a social video, digital activations, influencer outreach and a limited-edition merch/ product launch. The website swaps its traditional branding for SERH-ANT, complete with a new logo and favicon, and agents will receive updated email signatures and brand assets for social sharing.
Lubella, ‘Macaroni Macarons’
The polish pasta brand playfully takes aim at the fusion food trend. Lubella takes the French patisseries favorite, but instead of raspberry or lemon flavors, it uses Italian fare, adding spaghetti bolognese, pesto fusilli and cheese fillings. The limited-edition macarons will go on sale at a custom designed pop-up cafe in Warsaw for one day only. They will also be available to purchase online for delivery across Poland. Food influencers will taste-test the “new macaron flavors” and promote the pop-up cafe via their TikTok and Instagram accounts.
Husqvarna, ‘Lawn Circle Sightings’
The maker of outdoor power products and robotics has launched a series of social posts showcasing mysterious “lawn circle” sightings. Who is responsible? Could it be a UFO?” Husqvarna reveals that the circles were not created by aliens, but instead by the brand’s newest lineup of residential robotic lawn mowers, the Automower iQ Series.
Priceline, ‘Actual Reality Goggles’
The online travel agency launches a faux VR headset designed to bring travel dreams into focus. Comedian Atsuko Okatsuka features in the spot, delivering the message: “In a world obsessed with imagined realities and endless inspo, Priceline wants to help shift the consumer mindset from ‘maybe one day’ to ‘right now.'”
Kikkoman, ‘Spritz of Soy’
Inspired by the umami and gourmand fragrance trends taking over the beauty world, Kikkoman is venturing into the perfume industry. This limited-edition fragrance “captures the essence of Kikkoman’s beloved soy sauce with clean notes of soybeans, as well as balanced hints of wheat and salt.”
