April Fools’ Day & The Power of Strategic Communication

Growing up, April Fools’ Day felt like a doomsday event. People would prank each other with outrageous and sometimes terrifying tricks like telling someone their mother in the village had sent for them. Without mobile phones or WhatsApp to verify the truth, panic would set in quickly. By the end of the day, many were furious with friends and family over insensitive pranks.

Fast-forward to adulthood, and I’ve observed organizations and brands skillfully leverage the April Fools’ Day trend to promote their products and services. This year, I had a particularly enlightening experience from a communications perspective.

Full disclosure: I got fooled by a few Instagram posts. But as I reflected, I began to appreciate the thought and strategy behind these April Fools’ campaigns. While intended as jokes, they also provided a golden opportunity for brands to reinforce their identity, connect with their audiences, and even spark important conversations.

Here are some of the standout campaigns that caught my attention:

1.     Second Cup Café – The Canadian coffee chain claimed they were rebranding as “Canada Cup Café.” If you’re following geopolitical conversations, this was a timely and relevant move that reinforced their Canadian identity while playing into a larger narrative.

https://www.instagram.com/reel/DH6BFW3uSSg/?igsh=OWM2Y3NvbTc4YzU2

2.     Sweden’s Official Account – They announced that April 1st had been declared National FIKA Day. If you know anything about Swedish culture, you’d understand how much they cherish their Fika (coffee break). This was a brilliant way to use cultural truths to ride the April Fools’ wave.

https://www.instagram.com/p/DH5OZlXqZtm/?igsh=MWFhYm9rZmlvODluMw==

3.     Titan Casket – Their post was simple but darkly humorous: “No April Fools’ joke from us today, but here are some half-baked ideas we couldn’t quite get right.” One of those ideas? A heart-shaped companion casket for partners who want to be buried together. Morbid? May. On-brand? Absolutely.

https://www.instagram.com/p/DH6HNu4xnyA/?img_index=2&igsh=bHptZjhsd3MyZDg1

4.     Heather Hutchison (Mental Health & Disability Advocate) – This was by far the most thought-provoking and inclusive April Fools’ post I saw. Heather, who is visually impaired, filmed herself at a gas station pretending to be confused about the lack of Braille signs on fuel pumps for blind drivers. She even jokingly “drove” up to the station! It was a funny but also important conversation about accessibility and inclusion.

https://www.instagram.com/reel/DH6HBYSJm1S/?igsh=aHAycnRqczJyZWFl

So, what can we learn from this?

April Fools’ Day isn’t just about jokes, it’s a masterclass in strategic communication. Special days offer brands a unique opportunity to engage audiences, reinforce their identity, challenge societal norms, and even drive advocacy

How are we, as communicators, tapping into special days to create meaningful conversations? Are we using them to build stronger connections, challenge perspectives, or even advocate for change?

Let’s move beyond just participating in trends and start shaping the conversations.

What April Fools’ Day campaign stood out to you this year?

Shameless plug… Mother’s Day is around the corner. If you're unsure how to position your brand for the occasion, my friend Paulina Kuranchie, PhD and I would love to help you and your team craft impactful communication to truly honour mothers. Let’s make it memorable.