April 1 struck again. And as expected, brands showed up ready to mess with your feed. From fake product drops to oddly convincing stunts, this year’s batch of April Fools’ work leaned into absurdity, utility, and just enough realism to make you pause before realizing you’ve been had.
Krispy Kreme teamed with Mt. Olive for perhaps the most unsettling idea of the bunch. A doughnut stuffed with a kosher dill spear. It is not real. Probably for the best. That said, the promo still delivered something tangible, with rewards members able to score a dozen original glazed doughnuts for $4.01.
Crunch Fitness is getting in on the joke with a product that turns fitness culture on its head. The brand “introduced” Muscle Mist, a protein vape that promises 35 grams of whey protein in just a few satisfying drags.
The idea flips a traditionally unhealthy habit into a supposed wellness hack, with the brand noting it is tapping into how consumers blur the line between indulgence and self-improvement. The stunt, created by Familiar Creatures, lands right in that sweet spot of ridiculous and just believable enough to make you pause.
Doner is having some April Fools’ fun by bringing together two of its clients in a crossover that actually makes sense. Valley Bank, known for its relationship-first approach to everyday financial questions, meets Serta and its famously sleepy counting sheep.
The result plays off both brand truths, blending financial guidance with bedtime logic in a way that feels unexpected but oddly natural. It is a simple idea, but that is the charm. When two clear brand identities collide, the joke writes itself.
Over in telecom, Metro by T-Mobile introduced CALLoGNE, a luxury fragrance housed inside a retro flip phone. The antenna doubles as a spray nozzle, delivering what the brand calls Eau de New Phone. The scent may be fake, but the underlying message is not, with the brand spotlighting its no surprise fees positioning.
Dunkin’ is back for April Fools’ with a sequel that doubles down on last year’s stunt. After giving away one million free coffees in 2025, the brand is technically raising the stakes this time around by offering one more. Yes, the total is now 1,000,001.
The joke is in the restraint. What sounds like a prank is actually real. Just like last year. To claim it, users can open the Dunkin’ app and enter the promo code StillNotAJoke.
Yahoo took a more behavioral approach with the Scrōll Stoppr, a thumb blocking device designed to prevent endless scrolling. It is a tongue-in-cheek solution to a very real problem. In a twist, the product actually exists in limited quantities via TikTok Shop, blurring the line between joke and utility.
Subway is clearing things up. No, the brand is not launching “Sweetlongs,” those rumored dessert-style footlong subs floating around social. That one stays firmly in April Fools’ territory.
What is real is the deal. Sub Club members can get a free footlong with the purchase of another through April 28 using the code FLBOGO. Not as bizarre as a cookie-filled sub. But definitely more useful.
Halls leans into nostalgia with a flavor no one saw coming. The tongue-in-cheek “Grandma’s Purse” variety imagines notes of lavender and, yes, lint. It is a playful nod to the brand’s longtime role as the thing you find exactly when you need it, usually buried at the bottom of a bag. Weirdly specific. Uncomfortably accurate. And thankfully, not hitting shelves anytime soon.
Krispy Kreme is stacking multiple April Fools’ plays, including one that looks surprisingly legit. Tapping into the buzz around Artemis II, the brand introduced an Artemis II Doughnut, a remix of its Original Glazed topped with blue icing, cookie crumbles, and a space-inspired design.
The stunt works because it tracks. Krispy Kreme has a history of tying product drops to major cultural and space moments, which makes this one feel just real enough to second-guess.
And in a twist, this one actually is available, but only for a limited time.
Sports got in on the fun as well. Azuna partnered with the Buffalo Sabers to introduce a locker room-inspired scent, complete with notes of sweat, gear, and hard-fought wins. Thankfully, the real product smells more like vanilla, and fans can enter a sweepstakes tied to the campaign.
Midas goes full throttle on absurdity with a fake product that no one should want but everyone will talk about. The brand “introduced” a Midas Motor Oil Energy Drink, described as “rich, viscous, surprisingly smooth,” with notes of burnt rubber and clean torque. The copy does not hold back. “Slurp that sludge. Feel the horsepower.”
Created by Pittsburgh agency Where Eagles Dare, the stunt leans into pure sensory discomfort, turning automotive language into something you can almost taste. Almost.
Summer’s Eve turns the tables on gendered marketing with a stunt that feels a little too familiar. For April Fools’, the brand reimagines itself as “Summer’s Steve,” pitching intimate freshness to men in the style of an over-the-top infomercial.
Everything is dialed up. The voice. The language. The packaging. All of it mimics the clichés of male-targeted products, from exaggerated toughness to unnecessary rebranding. Created by EP+Co, the campaign works because it plays it completely straight, letting the satire land on its own.
If there is a common thread, it is this. The best April Fools’ work does not just go weird. It stays close enough to the truth to make you look twice.
And maybe, just for a second, consider buying a pickle-filled doughnut.
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
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