The highlights of this year’s branded April Fool’s Day stunts have been products you wish were real. BMW’s lunar paint, for example. It actually would be awesome if your electric car’s paint charged its battery. Virgin Australia Fly Food: it would, in fact, be wonderful to have dinner delivered from a top interstate restaurant for a special night in (perhaps not if the brand used a fleet of Boeing 737s to do so).
But SodaStream wins the prize for production values. Few brands put as much expensive, time-consuming detail into their April 1 pranks.
On April 1, SodaStream and US astronaut, Scott Kelly, “launched” SodaStreamMe, a device that creates fizzy drinks out of burps. According to the – very credible, magnificently told – launch story, burping is a problem in space. Even the product design has an air of authenticity.
And Burger King wins the prize for confusion. The brand has done the improbable. It has perfectly fused fiction with fact. It launched a meat-free version of the Whopper on April 1. The plant-based patty looks and tastes like beef through the chain’s partnership with Impossible Foods. It has been made available in fifty-nine locations in the St. Louis area during its trial phase after which, if the trial is successful, Burger King plans to sell it in all of its 7,200 locations. The meatless Whopper is not a stunt.