This April Fools Day saw many companies partnering up to create absurd April Fools ventures. Every year companies try and get more creative with their campaigns, and 2018 was no different. This year, more brands took it a step further and formed some unlikely partnerships. With our #WordOfTheWeek being #Partnership, we thought we would share our Top 3 April Fools Brand Partnership Campaigns of 2018!
Lexus and 23andme
Genetic testing is an avenue brands have used in the past to expand their marketing tactics. In fact, in the U.K. Marmite allowed consumers to use it to identify whether or not they’re biologically inclined to like or dislike their food spread. Lexus and gene testing company 23andme decided to use this tactic as a clever April Fools Day prank this year. The campaign showed how spitting into one of the 23andme’s mail-away saliva tubes will come up with a vehicle perfectly suited to a persons various biological quirks. For example, tinted windows for sun sensitivity or a windshield that doubles as giant eyeglasses for driver’s who are near-sighted. Despite being an obvious April Fools partnership, Lexus did put some big money behind the campaign. There was a 30-second cut down of the ad during Saturday Night Live as well as on Sunday’s Comedy Central.
Peeps and Energizer
As part of the marshmallow candy company’s April Fools’ Day campaign, the Energizer Bunny assumes full creative control in Peeps production while maintaining a role as brand ambassador for its namesake battery maker. One of the first tasks as creative director was coming up with fresh looks for Peeps, such as adding sunglasses to make pink Peeps bunnies resemble the Energizer Bunny. Peeps and Energizer are putting a sillier spin on the “celebrity brand ambassador” idea by having a fictional brand mascot help refresh Peeps’ product line. This comes at an opportune time, as Easter fell on April Fools’ Day this year. Pairing their bunny mascots helped both brands generate some social media buzz.
Warby Parker and Arby’s
Perhaps the most amusing and unexpected April Fool’s partnership was between eye-wear maker Warby Parker and fast-food chain Arby’s going by the name “WArby’s”. “Arby’s has an eye for meat. Warby Parker has meat for eyes. The result? A new partnership sandwiched somewhere between vision and at least eight different kinds of meat,” the companies said in a joint statement. WArby’s piloted several locations in New York City and the locations offered the WArby’s Onion Ring Monocle, which was described as a “crispy yet corrective product that’s positioned at the intersection of food and fashion, encompassing the ideals of WArby’s in a single offering”. WArby’s branded apparel was also made available to the public that offered shirts, hats, tote bags and a pair of “beef-hued glasses”. Apart from the clever campaign, this April Fool’s partnership did some good. Warby Parker made a donation to Vision Springs whose mission is to ensure affordable glasses are available to every individual and Arby’s made a donation to No Kid Hungry, a national campaign aimed at ending child hunger.
Every year, marketers look to create clever and funny April Fool’s Day campaigns that introduce products that make consumers scratch their heads. Humour tends to resonate with consumers, but successful campaigns depend on high-quality content and strong delivery. April Fools campaigns usually get brands a little extra attention on social media, and maybe some controversy. If brands can find the right counterpart for a partnership, there is potential to bring new audiences and exposure to both brands.