On a day filled with practical jokes, hoaxes and pranks, it is prime time for brands to have some fun with campaigns and across social media.
April Fools’ Day has once again given brands the perfect excuse to get weird, witty and a little bit unhinged. From beauty-inspired food drops to tech that definitely shouldn’t exist, this year’s crop of campaigns leans into absurdity.
We’ve selected some of the most creative, chaotic and genuinely funny brand pranks doing the rounds right now.
Whether it’s edible packaging, protein-packed skincare or snacks taken to extreme new proportions, these ideas prove that when it comes to April 1, nothing is off the table.
Dude Wipes
DudeWipes is introducing the Butt Mask, the world’s first hydrogel mask engineered specifically for your… third eye. Just pop this soothing gel disc directly on to the target zone while you doomscroll on the throne.
Let’s be honest, skincare has covered your face, your hands, your feet and even your neck. But one very important area? Completely ignored. Until now. The Butt Mask is designed to whiten, tighten, cool and wax all in 15 minutes.
Tesco
Tesco is cracking open a brand-new innovation in snacking, the Giant Boiled Egg. Designed for fitness fans, protein lovers and meal preppers, it is crafted to resemble a classic hard-boiled egg, but 10 times the size and is exclusively available for Clubcard members.
The launch is off the back of insights taken from Tesco’s Clubcard Unpacked, which revealed that the Tesco Protein Egg Pot has been the UK’s favorite Meal Deal snack for two years running. With demand for convenient, protein-rich options continuing to rise, the innovation team at Tesco saw the opportunity to bring a fitness-friendly twist to customers this April.
A spokesperson for Tesco said: “What could be better than a Tesco Protein Egg Pot? How about an eggstra large, hard-boiled egg that hits all your protein goals in one! We just know customers will think it’s cracking.”
Bolt Food
Bolt Food announces ‘SnackBag,’ an edible delivery bag that tastes just like the sweet treat you crave after a meal.
The campaign is anchored by a hero video that is a direct homage to one of pop art’s most iconic moments, Andy Warhol eating a Burger King hamburger. Filmed in 1982 by Danish director Jørgen Leth for 66 Scenes from America, the footage shows Warhol alone at a table, working through the burger bite by bite until there is nothing left.
The scene ends there. The Bolt Food video asks a simple question, ‘What if he had kept going?’ Shot in the same unhurried VHS style, with no music, just the sound of eating, the film follows Estonian artist and photographer Kertin Vasser finishing a Bolt Food meal, pushing aside the used napkins and then picking up the delivery bag and eating that too.
Terry’s Chocolate
Inspired by viral beauty trends, Terry’s Chocolate is getting a tech twist, with the launch of its most iconic (and unexpected) innovation yet: the Terry’s Chocolate ‘Emergency Segment’ Phone Case, the world’s first phone case designed to carry chocolate.
Created as an emergency boost for life’s everyday dramas, this case cleverly houses a segment of the iconic Terry’s Chocolate Orange.
Mimi Williams, spokesperson at Terry’s Chocolate, said: “We know people take their Terry’s Chocolate Orange seriously. This is about making sure you’re never caught without a segment when it matters most, bringing a little Terry’s happiness whenever it’s needed.’’
Choccybel
As part of the growing ‘chocuterie’ movement, Babybel is unveiling Choccybel, a limited-edition snack that reimagines its peelable cheese with a cocoa-dusted chocolate truffle exterior, created in collaboration with multi-award-winning UK confectionery brand Monty Bojangles.
Developed over 18 months by a team of flavor specialists and dedicated ‘peel engineers’, the product has been refined to balance texture, taste and the perfect reveal.
Staying true to Babybel’s iconic peelable format, Choccybel introduces a new outer layer inspired by Monty Bojangles’ Great Taste Award-winning Choccy Scoffy truffles, reimagining the brand’s signature wax in a decadent, chocolatey and utterly irresistible form.
Inside, reveals a smooth Babybel cheese center, delivering an unexpected contrast of creamy cheese and deep cocoa notes that embody Babybel’s “the fun kind of good,” designed to surprise in more ways than one.
Want to go deeper? Ask The Drum
T’Yorkshire Sphere
In the UK, Leeds looks set to get its own Las Vegas-style ‘Sphere,’ complete with dazzling LED rooftop displays, according to exciting new plans unveiled today.
Unlike the Las Vegas Sphere, which was a $2.3bn purpose-built arena, ‘T’Yorkshire Sphere’ will be housed on the Trinity Leeds glass-domed roof.
Lighting up the city’s skyline with hundreds of thousands of lights, the ‘T’Yorkshire Sphere’ will be visible from space. As well as offering sponsors aerial advertising opportunities, shoppers inside the mall will be able to watch live events and spectacular displays on the UK’s biggest screen.
Tala
For the past few months, Tala has been working on what is probably its most impactful project to date. As a community-first brand, it started to feel its name was holding it back from its true selling points (viral free-boob-job bras, tops and vests), so after deep consideration, extensive focus groups and the backing of its loyal customers, it has chosen to rebrand to Tata.
The inspiration? What Tala has always been known for best, its customers’ tatas looking incredible. It never set out to be the brand that makes your tatas look their best, but its community made it very clear that’s exactly what it is.
GymNation
GymNation announced the ‘world’s first protein shisha bar,’ a tobacco-free, nicotine-free vapor concept delivering up to 25g of ‘aroma-activated protein’ per session.
Instead of posting on April 1, the brand launched a week early to catch audiences off guard, landing in a ‘gray zone’ where the idea felt just believable enough to spark real conversation.
“Shisha culture and gym culture are both enormous in the Middle East,” said Rory McEntee, chief marketing officer at GymNation. “Bringing those two worlds together – even fictionally – touched something real. The fact that people weren’t sure whether to believe it tells you something about how fast the wellness industry is moving.”
The Gym Kitchen
Healthy meals challenger The Gym Kitchen is taking on the likes of L’Oréal, Nivea and Dove with its new high-protein moisturiser.
Launching across all major retailers and high street department stores in the UK this week, The Gym Kitchen High Protein Moisturiser claims to be “skincare that works as hard as you do.”
This post-workout essential has been developed by top dermatologists and by founder Segun Akinwoleola, known for his youthful glow.
The formula is enriched with caffeine, hyaluronic acid, shea butter and a pioneering creatine complex, delivering energizing hydration, skin recovery and nourishment after intense workouts.
Vision AI
GlassesUSA.com is introducing ‘Vision AI Glasses,’ a concept for next-generation AI-powered glasses, inspired by the recent rise of AI Meta Glasses, designed to reimagine how we experience everyday life.
‘Vision AI’ is positioned as the world’s first ‘AI reality filter,’ exploring what might happen if eyewear didn’t just enhance vision but could actually filter and transform reality in real time.
The concept playfully imagines features such as turning ordinary environments into cinematic scenes, upgrading everyday interactions and reshaping mundane moments into more engaging experiences, leaning into the idea of a fully customizable world.
Whiskers
Ahead of April Fool’s Day, Whisker is embracing the one thing cat owners spend most of their lives trying to remove: cat hair. ‘Cataire’ is a tongue-in-cheek luxury fashion line made from the real thing.
The collection features five high-end sweaters, each woven with actual fur from adoptable cats at New Beginnings Animal Rescue. What usually shows up uninvited on black clothing appears here as a premium design detail, complete with individual pieces tied to specific cats.
Each sweater will be listed on eBay, alongside a full adoption profile for the cat behind it, including their name, personality traits and backstory. It gives a one-note gag into something with a little more weight, giving the campaign a second life as a fundraising and awareness effort, with proceeds going to Best Friends Animal Society.
There’s also a layer of brand self-awareness running through it. Whisker, best known for designing products that clean up after cats, is temporarily celebrating the mess instead.
Metro by T-Mobile
Metro by T-Mobile is dialing into something a little unexpected with the launch of ‘CALLoGNE,’ a luxury fragrance inspired by the unmistakable scent of a brand-new phone.
Created as a tribute to one of tech’s most oddly satisfying sensory moments, CALLoGNE captures that fresh-out-of-the-box feeling, the crisp, clean smell that hits the second you peel back the packaging. It’s positioned as a unisex scent designed to linger, much like the excitement of powering on a new device for the first time.
There’s also a neat bit of brand logic behind the joke. Metro ties the idea back to its promise of keeping that “new phone feeling” alive through ongoing upgrades and long-term pricing, giving the campaign just enough grounding to feel like it belongs in the brand’s world, even if the product itself (thankfully) doesn’t.
In T-Mobile’s words: “CALLoGNE is a unisex homage to the unmistakable scent of a brand-new phone. Crisp. Clean. A first-of-its-kind fragrance that lingers, just like the moment of getting a new phone.”
Simon Howie
Simon Howie is starting taste education early with the launch of ‘Bairn’s Supper,’ a baby food pouch inspired by Scotland’s most famous dish.
The squeezable pouch blends haggis, neeps and tatties into a smooth, baby-friendly recipe, packaged to sit comfortably alongside traditional infant meals, just with a far more assertive flavor profile. It’s a straight-faced take on the idea that national pride doesn’t need to wait until adulthood.
To bring the idea to life, the brand recruited a group of pint-sized taste testers, promoting them as future fans of haggis with the visual of toddlers sampling a dish more commonly associated with Robert Burns celebrations.
Simon Howie said: “We’ve always believed haggis is for everyone, even the wee ones. Haggis, neeps and nappies might not be traditional, but we think it has a certain ring to it.”
Fatto a Mano
Fatto a Mano is trimming pizza down to its bare essentials with the launch of a “dough-less” option, a rework of its menu that removes the center entirely.
The result is exactly what it sounds like: a ring of the brand’s 48-hour fermented crust, topped with its usual ingredients but missing the part most people would consider non-negotiable. It’s a lighter, more flexible way to eat, while still delivering what the brand considers the best bit of the pizza anyway.
While a nod to April Fools, the idea is rooted in a real change in dining habits. With more than 1.5m people in the UK estimated to be using weight-loss injections, portion sizes and expectations around eating out are starting to change. This plays that trend out to its logical, slightly absurd conclusion, where the indulgence stays but the structure disappears.
Founder Rupert Davidson says the team is “heartbroken to see so much of our beautiful 48-hour dough going to waste. But as appetites change, we have to adapt. We believe in our ingredients enough that they can stand on their own, delivering a delicious experience even without the base.”
Available across its locations in Brighton, Hove and London, the format applies to the full menu, meaning everything from a classic Margherita to a ’Nduja pizza can now arrive looking a little, well, incomplete.
