April Fools’ Day gets real: Why some brands are choosing to release actual products on April 1

It’s just another unorthodox tactic that brands are turning to to cut through the noise in a crowded media environment. Crumbl Cookies, for example, is using April Fools’ Day to bring back one of its most polarizing cookie flavors, the “Almost Everything Bagel Sandwich Cookie,” for one day only. Dog treats bakery Bocce is also releasing a very real corn-chip-scented soy candle, called “This Smells Like My Dog’s Paws,” with limited quantities available exclusively on the company’s website. In the days leading up to April Fool’s, the brand teased it as its “most unhinged” new product to date. Then, there is a collaboration between Grillo’s and Liquid IV, where superfans of the brands can get pickle-flavored electrolyte drinks.

While social media audiences have come to brace themselves for fake announcements on April 1, these brands are betting that timing their real releases with the prank holiday will help draw eyeballs and attention that will result in real sales. And, it’s a way for brands to push unorthodox products that appeal to super fans, but otherwise wouldn’t get much traction during other parts of the year.

Timing a real product release to April Fools‘ Day

What started off as another prank tease turned into a real product from Olipop and Goodwipes that is coming out this week. The two brands are releasing real wipes inspired by Olipop’s Peaches & Cream soda. 

The brands are still teasing the product as an April Fools’ Day prank on social media. However, it went live on April 1 exclusively at Walmart stores nationwide and on Walmart’s website. A limited drop will follow on Goodwipes’ DTC website. 

Tara Piper, the senior vp of marketing at Olipop, told Modern Retail that following the success of the soda brand’s prank Hidden Valley Ranch “collaboration” last year. The two brands announced a fictional ranch-flavored soda on April Fools’ Day last year, but many social media users commented on the post asking for it to be real.

“We wanted to go beyond a digital tease and actually put something real in our fans’ hands.” The two companies are also offering a limited-time rebate, in which shoppers can receive a free pack of Goodwipes when purchasing three cans of Olipop Peaches & Cream.

Piper said the collaboration campaign also served as educational content on gut health that the prebiotic soda brand could share. “We have found these playful moments create a dialogue to talk about how people can feel better through small, everyday choices,” Piper said. “This helped connect gut health, fiber and personal care in a way that feels both unexpected and genuinely useful.”

Real giveaways and promotions

Some brands are also taking advantage of April Fools’ Day by using faux product mockups to announce very real customer giveaways and promotions.

Dunkin’, for example, is doubling down on an announcement from last year by giving away one million free coffees on April Fools’ Day. In fact, today the company is actually giving out 1,000,001 free hot or iced coffees of any size to reward members who enter the promo code “STILLNOTAJOKE” in the app. Similarly, Baskin-Robbins is offering a BOGO 50% on ice cream quarts on April 1 through April 2 for its rewards members. The promo is a consolation prize after teasing a “ready-to-slurp” canned ice cream soup.

For its April Fools’ Day prank this year, Panda Express threatened to swap out its soda fountains for milk dispensers to better soothe customers’ mouths from eating Dynamite Sweet & Sour Chicken, reported to be the spiciest dish to date. “The soda stays. The milk bottle is free,” the restaurant chain revealed on its social media pages. 

According to the company, fans of the spicy dish “have been claiming soda just isn’t cutting it” and need a more effective cool-down. So, for one day only, select customers will receive a free bottle of Fairlife milk along with their spicy order, provided by beverage partner and Fairlife parent company Coca-Cola. This also marks Panda Express’ very first April Fools’ prank ever. 

Fabiola del Rio, vp of integrated marketing communications at Panda Express, said the idea was inspired by diners already asking for milk on their own. She added that most April Fools’ pranks “live and die on the phone screen,” so the chain wanted a punchline customers could actually taste. “When guests are organically asking for milk, you listen and act fast,” she said. 

The free milk giveaway is a true first-come, first-served activation, available at select locations in Los Angeles, Chicago, Dallas and the New York-New Jersey metropolitan area. “This one came together fast, which is what makes it fun,” del Rio said.

Keeping with the milk giveaway theme, plant-based milk company Califia teamed up with Carbone to announce a joint fake product, called the “Spicy Vodka Almond Creamer.” However, Califia and Carbone will be doing a social giveaway soon to highlight preparing Carbone’s Spicy Vodka Sauce at home, which calls for a touch of heavy cream. 

Johanna Albertsson, senior communications manager at Califia Farms, said the company teamed up with Carbone to create the fictional savory creamer as a play on people’s growing obsession with spice, even in their morning coffee.

“Jumping off this faux fridge find, both Califia and Carbone wanted to highlight the true functionality of our products in the kitchen,” Albertsson said. Carbone’s Spicy Vodka sauce does actually have a “just add cream” step. “So we’re bringing it all together with a special giveaway at the end of May so people can actually get their hands on the real ingredients to see how well our non-fictional products work together in real life,” Albertsson said.

Albertsson said that, for brands, the best marketing moments happen when they can bridge the gap between entertainment and utility. “With this April Fools’ collaboration, what started as ‘shock value’ converted into ‘usage value,'” she said.