Every year, April 1st offers brands a rare opportunity: to break the rules without damaging their image. For 24 hours, the audience is ready (even eager) for pranks, quirkiness, and surprises. But behind these jokes and fake products lies a well-oiled machine.

So, is it just entertainment, or a real marketing tool?

Why humour is a (very) serious weapon 

In an environment saturated with messages, humour acts as a powerful performance driver. It creates a cognitive break: the user pauses, surprised by the tone or the unexpected twist. The message has already won the battle for attention. Funny content also lingers in the mind because it triggers an emotion.

Humour boosts likeability too, a brand that makes people smile becomes more human, almost like a friend. And above all, it generates organic virality. People share what makes them laugh, without being asked. In ultra-competitive markets, that’s free and often massive amplification.

April 1st turns into a creative workshop

April 1st turns into a creative laboratory. April Fools’ Day has become a testing ground for marketing teams. It’s almost a “creative zone” where they can test concepts that are bolder than usual.

Creating a product that’s improbable yet believable enough to sow doubt. The public hesitates, wonders… then gets the joke and shares it.

Burger King excels at this. The brand regularly plays with the conventions of its direct competitor, notably McDonald’s, by coming up with absurd yet visually realistic objects or concepts. The effect is twofold: to make people laugh and reinforce its irreverent positioning. This type of campaign works particularly well because it fits into a visual storytelling framework. You’re not selling a product; you’re telling a believable joke.

Some brands also announce an unlikely new feature, an unexpected rebranding, or a completely off-the-wall technological innovation. For a few moments, the doubt is real, and that’s when the magic happens. This format plays on institutional conventions to better subvert them. And the more credible the brand, the more effective the prank.

Finally, some brands poke fun at themselves. They play on their own clichés, flaws, or reputation. And in doing so, they create a very strong sense of connection with their audience. Self-deprecation sends a clear message: the brand is self-aware, mature, and confident enough not to take itself too seriously. And in an environment that’s often very polished, that really stands out.

Brands that have figured it out

Burger King has turned trolling into a marketing strategy and few stunts illustrate this better than their Belgian April Fools’ campaign, where the chain delivered its orders in McDonald’s bags and filmed customers’ reactions as they realised what had just happened. The confusion was real, the punchline was instant, and the clip did the rest. That’s the Burger King formula: provocation that’s completely on-brand, executed straight-faced, with the competitor always somewhere in the frame.

Duolingo has mastered the art of the April Fool’s campaign. In 2025, the brand announced a five-year world cruise in partnership with Carnival Cruise Line, spanning 195 countries and all seven continents. The fine print made the joke: passengers agreed to waive all legal rights, accepted that Duo’s “motivational tactics” were non-negotiable part of the experience, and had zero refund options. Absurd, fully committed and completely on-brands. The result: millions of impressions, wall-to-wall press coverage and a campaign that reinforces exactly what Duolingo is : a brand that doesn’t take itself seriously and is all the stronger for it.

Humour becomes a strategic lever

Humour isn’t just a gimmick. It’s a powerful tool, provided it’s used effectively. April Fools’ Day acts as a litmus test: the brands that perform well on that day are often those that have already embedded a sense of humour in their DNA.

Ultimately, the real question isn’t just what to post on April Fools’ Day, but how to incorporate more lightheartedness into your communication throughout the year. 

Because a brand that knows how to make people smile is often a brand that people remember.