How PR and marketing pros celebrate April Fools’ Day

Many brand managers shared videos, press releases and social media posts aimed at grabbing consumers’ attention by tricking them. Some argue the stunts aren’t worth the effort.

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On April 1, don’t believe everything you hear or read—especially if it comes from a PR or marketing pro.

Here’s a rundown of several branded efforts for the prank-filled holiday—along with advice to communicators to skip the jokes next time.

‘New’ products boast existing products and services

Most brand managers’ efforts for April Fools’ Day involved fake products that, while aiming to elicit humor, played up on their organizations’ product offerings.

SodaStream introduced the “SodaStreamMe,” which is powered by consumers’ excess gas. The company partnered with astronaut Scott Kelly (who has spent the most time in space on a single mission):

In the video Kelly sums up the fake product: “When life gives you gas, make SodaStream.”

Jameson Whiskey offered customers a way to protect their bottle from getting stolen by friends, family members or roommates:

Introducing Jameson Catchmates. Triple-distilled and fitted with Anti-Theft Glittershot Technology. Who will you catch green-handed?  #JamesonCatchmates.

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