• by Tanya Gazdik , April 1, 2025

It’s that time of the year again when marketers get to stretch their imaginations to create whimsical activations that will live only on paper. 

The motivation is April Fool’s Day -- and for whatever reasons, this year seems to be a banner one for goofiness.

Colgate is making fun of the beauty hack that suggests dabbing toothpaste on a pimple helps to make it go away, introducing Colgate Paste Patch Pimple Stickers. The limited-edition “skincare innovation” is designed to stick with you through your skincare woes. Available in Classic and MaxFresh strength, Colgate’s Paste Patches promise to reveal radiant skin—just like your teeth. The campaign will roll out across Instagram and Threads on Colgate’s social media channels, along with a post from a content creator. 
*Update: As of April 1, Colgate decided not to go ahead with this activation.

Dole has taken its 120-year pineapple story to another level with the Dole Coco-Pine, a new variety of pineapple that redefines indulgence and becomes “the world's first farm-grown piña colada experience you have to peel to enjoy.” It was inspired by the master mixologists from San Juan, Puerto Rico where the piña colada cocktail was born.

Huggies is bringing some humor to the messy reality of parenthood with a limited-edition product called The Poop Poncho, available while supplies last at PoopPoncho.com. The Poop Poncho serves as a lighthearted reminder of Huggies’ commitment to helping parents navigate diaper duty with ease.

Pet accessories/tech company Whisker, the maker of Litter-Robot automatic litter, is offering a “limited edition” candle with Litter-Robot orders placed on April 1st. Customers will receive CAT PÙ / NO. 2 candle in their package, a candle that promises a primal, litter box-inspired scent, but that actually smells like roses.

Social networking app Grindr has teamed up with beauty brand One/Size to launch “the world’s first hookup-proof setting spray.” Available on April 1, One/Size’s viral bestseller, On ‘Til Dawn Mattifying Waterproof Setting Spray, is getting a Grindr update, complete with a ruler on the can to measure what really matters. It was inspired by a Grindr tradition: the “for scale” pic where users place a soda can or shampoo bottle for size comparison aside their genitals. 

Priceline is gearing up for a tongue-in-cheek product drop: Actual Reality Goggles, a faux VR headset designed to bring travel dreams into focus. Launching April 1 with comedian/actress Atsuko Okatsuka, the drop is meant to entertain – but also delivers a message about Priceline’s purpose: helping people escape the scroll and start booking their trips.

Sumo Citrus is launching the all-new Nano Citrus. No bigger than a Skittle, Nano Citrus delivers the same sweet taste and signature seedless, easy-to-peel experience as a Sumo Citrus mandarin in an adorably tiny and ultra-portable design. 

Meanwhile, Icelandic Provisions introduces a supposed tie-in to the hit "White Lotus "TV series called The Hvítur Lotus, featuring another “limited edition” product: Cod Liver Oil Skyr (yogurt).

Right up there in the “ick” category is Olipop’s collaboration with Hidden Valley Ranch for a “limited edition” faux functional soda, “Ranch Lovers Pack.” Flavors include Ranch, Jalapeño Ranch, Garlic Ranch and Hot Honey Ranch. Olipop will tease the faux collaboration on social and is also sending content creators “Ranch Lovers,” wrapped Olipop cans to create content around the April Fools moment.

Bodyarmor is launching its latest innovation: Bodyarmor Sports Performance Shampoo. Featuring the same promise of real ingredients and no artificial dyes, the new Bodyarmor Sports Performance Shampoo comes just ahead of the start of the NHL Stanley Cup Playoffs since the beverage is the Official Sports Drink of the NHL, and hockey players are known for their iconic hockey hair.

Another beverage, Hopwtr, a hoppy water brand, is getting a bold new rebrand. Say hello to Hoppi— like Poppi but with an H. After the recent news of better-for-you beverages being acquired by “big soda,” Hopwtr wanted to keep up with the times and give its customers what they really want. To celebrate, they’re sending vending machines (worth $25k each!), to their network of content creators. Although the vending machines are only available for content creators, fans can keep their eyes peeled for the brand’s first-ever commercials, which will feature “high-wattage celeb cameos,” according to the brand.

Serhant is getting in on the fun at the expense of its CEO and founder Ryan Serhant. Since his name and the name of the real estate company are constantly mispronounced,  Ryan has decided to formally change his famous name to Serh(ant emoji) to creatively show how to pronounce the brand name. Serhant is rolling out a full-scale campaign that transforms the industry-leading brokerage 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.

Husqvarna, maker of outdoor power products and robotics, is launching a series of social posts showcasing mysterious “lawn circle” sightings popping up across recognizable lawns, from baseball fields to city parks and backyards in Anytown, USA and a worrisome flyover. The peculiar sightings beg the question: who is responsible? Could it be aliens? A UFO? 

Finally, rather than create a faux product or campaign, HP is using the holiday to launch a very real April Tools Day sale at HP.com, featuring three days of flash savings on top tech. 

The Cheesecake Factory is also taking a different tack, turning April Fools into April Rules. To celebrate, all Cheesecake Rewards members will receive a special reward, and for some lucky members, that reward might even be free cheesecake for a year.