Pickles and Perfume: April Fools’ Day 2025
This year’s April Fools’ Day left us puckered, puzzled, and kind of intrigued.
What used to be a day of whoopee cushions and fake press releases has turned into a full-blown brand playground. While some brands still go for quick laughs, others use the day to test wild, sometimes genius ideas. This year, some of those “jokes” might’ve just been soft product launches in disguise. From bizarre food fusions to strangely appealing self-care products, this year blurred the line between prank and product.
Let’s dive into the trends, the flops, and ask the question: Are consumers over it, or are we still here for the chaos?
Top Trends: What Made Us Laugh, Gag, and Weirdly Want One
Pickles: The Briny Breakout Star
If 2024 was the year of AI, 2025 might just be the year of the pickle. Brands leaned hard into this trend with food and drink pairings that no one asked for but everyone talked about. Dutch Bros stole headlines with its Pickleback Rebel Energy Drink: a blend of dill brine, green apple, and Red Bull. The product got just enough likes and laughs on social media to spark curiosity (and maybe concern). And no– it wasn't just a joke; customers can head to their nearest store and try it for themselves all month.
Meanwhile, makeup brand ColorPop introduced a fake Fresh Kiss pickle-flavored lip balm. While this got fans excited, ColorPop used the opportunity to highlight its actual lineup of Fresh Kiss Glossy Lip Balms, which are available in eight real flavors, minus pickle.
Why did this work? Three reasons: shock factor, nostalgia, and foodie culture’s obsession with weird combinations. Pickles are familiar and always ripe for memeification, the perfect ingredients for a viral moment.
Image sourced from Women’s Wear Daily
Perfume: The Scent of Satire
Perfume and cologne stunts have always been an April Fools’ staple, but this year, brands took things a step further.
Bell’s Brewery brought beer lovers something they never asked for: “Oberon Air”, a perfume inspired by its beloved seasonal beer. The social media teaser called it their “latest SCENTsation,” and leaned into the summery nostalgia that makes Oberon a Michigan staple. Only this time, you wear it instead of sip it.
Tostitos also debuted their own “Hint of Lime” perfume. The campaign poked fun at the intense love fans have for the flavor. The comments were equally intense, with some fans demanding a real release.
Images sourced from @bellsbrewing and @tostitos on Instagram
Other Top Trends and Highlights
Sports and Celebrities: Where’s Andy Reid’s Mustache?
The Kansas City Chiefs nearly broke the internet with an edited image of head coach Andy Reid missing his signature mustache. Posted to the team’s official social media, the clean-shaven look shocked fans and triggered a wave of disbelief. The prank was simple, proving that sometimes, all you need is Photoshop and an iconic facial feature to win April Fools’ Day.
Not-so-Funny Pranks: Home Depot’s Parking Fee Backlash
A satirical article circulated claiming Home Depot would begin charging customers to park. While not posted by Home Depot themselves, the rumor spread fast enough on social media that the company had to step in and clarify it was an April Fools’ Prank.
Food Fusion: Ranch Meets Soda
One of my favorite collabs from the day? Hidden Valley Ranch x Olipop. The brands created a fake limited-edition “Ranch Lovers” soda that took over social media. The campaign tapped into both brands’ loyal fan bases and the ongoing obsession with weird food mashups.
Taking Shots with Satire
In a move that turned April Fools’ into a competitive call-out, Aldi posted a photo teasing an all-new aisle: “Artificial Colors.” However, viewers would swipe to the next graphic to find the statement: “The real joke this April Fools Day? Synthetic colors. And all those brands who’ve yet to ditch them.” More than a prank, it was a statement and a subtle jab at competitors.
Images sourced from @aldiusa on Instagram
When the Joke Becomes the Product
Some of 2025’s joke products may have been less of a “haha” and more of a “wait, I’d actually buy that…” We’re officially in an era where the line between prank and product is blurry, and that’s kind of the point for brands. Take Heineken’s “Smootheriser” Beer Skincare Line. It started as a prank: skincare infused with beer ingredients. But after overwhelming interest online, Heineken announced it would actually produce the line, launching first in Cambodia and Taiwan.
This isn’t new. Back in 2017, Burger King’s “Whopper Toothpaste” was a viral joke that sparked real interest in weird-flavored personal care items. Take Oreo’s 2018 Wasabi & Hot Chicken concept flavors. At first, a prank. Now, wild Oreo flavors fill entire store shelves.
These cases raise an interesting point: Is April Fools’ Day becoming real-time market research? If consumers respond well, what’s stopping a brand from making it real?
Image sourced from CNN
Is April Fools’ Getting Old? Or Just Evolving?
For every brand that nails it, there’s one that doesn’t. And in 2025, the internet made sure to call out those who missed the mark.
TikTok creators were quick to critique the lazy, low-effort posts with reactions like, “Okay, but this is just a regular Tuesday now,” and “Y’all didn’t even try.”
Still, some brands earned respect for actually committing to the bit, using high production value and storytelling. Gen Z, in particular, expects more than just a fake product; they want chaos, humor, and creativity. If it’s not weird, funny, or unhinged, it just feels like another ad.
Perhaps this is an important message for marketers: know your audience, and don’t just slap a “limited edition” label on a boring idea. Be bold, or be ignored. Or, when it comes to Gen Z, be called out online.
Just Weird Enough to Work
April Fools’ Day 2025 reminded us that the weirdest ideas often spark the most conversation. Brands that leaned into absurdity found the sweet spot between satire and strategy. They didn’t just post to be funny; they posted to make us want something we didn’t even know we needed. This year, pickles and perfume proved that the best brand jokes are the ones we’re ready to add to cart.
About Piper
Piper is a Senior graduating with a degree in Advertising and Public Relations. This is her second year in GrandPR, where she serves as the Creative and Visual Director. Piper is also a current Public Relations and Social Media intern at SpartanNash. After graduation, Piper hopes to further her career in the integrated communications field and eventually work as a publicist in the sports or entertainment industry.