Brands around the globe have embraced April Fool’s Day with a slew of drinks pranks ranging from ketchup RTDs to gin made on Mars.
So why do brands love jumping on the April Fools bandwagon? The answer is the power of “prankvertising” – a mash-up of the words “prank” and “advertising”.
According to The Conversation: “These “professionally developed” pranks are created by advertising agencies, often planned well ahead of execution and with anticipated results. In digital media, prankvertising has become a tactic for individuals’ attention in a highly crowded market.
“Research has found a carefully crafted “prankvertisement” can increase an individual’s perception of brand “friendliness” and “love”, generate greater engagement and memorability, leading to a stronger willingness to buy – even when the product or announcement they are advertising is fake.”
AI is also making it a whole lot easier for everyone to get in on the act.
Check out some of our favourite pranks below …
The world’s driest-ever Martini
Hendrick’s Gin said it was releasing the Hendrick’s Driest-Ever Martini, a cocktail crafted with Hendrick’s Gin, English Cucumbers and a whisper of vermouth, “all in powdered form and ready to be rehydrated at your leisure”.
“One simply adds water to witness the magic of mixology unfold – bringing a whole new meaning to ‘ready-to-drink’,” the distiller said.
Distillers put their bodies on the line
The Nip of Courage team announced it had curated an ‘Aussie Distillers 2024-2025 Calendar’ by collaborating with the men and women “who are putting their bodies on the line to raise awareness for the increase in excise tax”.
“The Calendar features 13 unreserved, body-confident Australian Distillers, with the cover Distiller being Mick Sheard from @imbuedistillery , Victoria,” Nip of Courage said on social media.
Nip of Courage reported that Mick said that “time on set was absolutely wild! I mean, just think about having 13 naked distillers on set sharing a dram or two – chaos! At one point, it was so cold that the photography crew had to go out and hire heaters for the set.” He continued, “Bloody hell I was amazed to be selected to be on the cover of the calendar – my wife, Mel, was too – she has about fifty calendars plastered on the walls around the house… some in the bathroom, too… After the shoot, I totally pigged out and went back to what I was before the strict fitness regime.”
“Mick’s six-week intensive diet and hardcore training regime is not for the faint hearted, his meals consisted of only carrots, celery sticks, and mayonnaise soup as a treat, and his workouts revolved around lifting 100L barrels of whisky 90 times daily,” Nip of Courage said.
Mel, his wife said that “Mick also shaved the hair on his chest, and it is growing back all prickly, and I don’t like it! It feels like a cactus. Fans of Imbue Distillery’s Instagram page saw a lot of Mick’s intense fitness regime, and asked if they could workout at the distillery and lift the whisky barrels with him.” Mel and Mick Sheard are now looking for approval from the local council to start a whisky cross-fit gym.”
Paul McLeay CEO of the Australian Distillers Association praised the concept and “insiders say they saw him leaving the Nip of Courage warehouse with almost a hundred copies to hand out to politicians in Canberra to raise awareness for spirit excise reform”.
Haggis-infused Negroni, anyone?
Scottish brand Valentian Vermouth announced it had entered the booming RTD market with a first-of-its-kind meat-infused
Negroni in a can.
The RTD purported to feature locally sourced Borders Haggis with a Calabrian Spicy Salami for an extra kick.
Dominic Tait, Co-Founder and MD of Valentian Vermouth said: “We’ve been keen to enter the RTD market for a while now and wanted to start with arguably the most famous vermouth based cocktail the Negroni…however, the most common feedback from our consumer focus groups was ‘this needs more meat’…’it’s not spice and oaty enough’…that’s when we hit upon the idea of macerating haggis and spicy salami into the negroni!
“The feedback has been tremendous…it seems the haggis really stands out everyone says it tastes offal!”
As to Vegetarian and Vegan alternatives, Tait remarks “We’d be fools not to look at this … maybe next year!”
The Macallan release the ultimate RTD
The Whisky List announced it had partnered with The Macallan to introducing the epitome of luxury in convenience – The Macallan 25 Year Old and Macallan 18 Year Old Single Malt Scotch Whisky, “now available in sleek can form!”
“In the land of boundless horizons and the Aussie spirit, we understand that Australians lead busy lives,” the social media post said.
“That’s why we’ve partnered with The Whisky List to craft the perfect solution for those on-the-go moments! Whether you’re heading to your next BBQ day at the beach or enjoying a leisurely Sunday drive in your helicopter, elevate every moment with the perfect, refreshing sip of our world-renowned single malt whiskies.
“Embracing sustainability, we’re proud to announce that these exquisite drams come in environmentally-friendly aluminum cans. Say goodbye to plastic packaging and enjoy responsibly.
“Available in a chic 4-pack, it’s the perfect way to share the unparalleled taste of The Macallan with your mates. Cheers to innovation, luxury, and embracing the Aussie lifestyle!”
Never Never announces distillery on Mars
Never Never Distilling Co said it was thrilled to announce that it been awarded an innovation grant to become the first gin distilled in space as part of an exercise conducted by the Australian Space Discovery Centre in South Australia.
“This will be the first experiment of its kind conducted by the South Australian Space Industry and is aimed at exploring the effects of zero gravity on flavour specifically attributed to the distillation of spirits,” Never Never said.
“The experiments will first be conducted in zero gravity using vacuum distillation, with the specialist technology using the extreme vacuum of space to extract flavour from botanicals without the use of any form of combustion. The technology was originally created to purify astronaut urine through a small series of micro-distillations, however such was its efficiency it has presented further applications on board the newly refitted international space station.
“For us, the main purpose of supporting such studies will be to find a location off-planet to one day produce and sell spirits affordably given the astronomical costs of tax within the Australian Spirits sector.
”Mars offers both a cost effective and unique solution to the problems presented within the Australian market, this certainly includes obscenely high taxation and overall market saturation. By aiming to produce on another planet, we are able to side-step Australia’s spirit excise which has climbed to $101.85. By the time we are fully operational once the Mars colony has been established, we believe that it will provide the most realistic opportunity for small business to continue to thrive, albeit in a completely different atmosphere.
”It was never our ambition to take production off planet in order to create a fairer way of producing spirit, however we’re excited by the savings such a plan is going to generate.”
Barossa Distilling gets into the music business
Barossa Distilling announced: “Over the years, we’ve seen more and more musicians getting into the spirits game and releasing their own alcohol brands. Our team thought it was finally time to make their breakout into the music world. Introducing, Run BDC with their debut album ‘Here In Spirit’ featuring the hit single ‘Cask This Way’. The album drops this Friday. Grab it on your favourite streaming platform and catch them playing live at the Distillery every weekend.”
Build-a-cheeseburger vodka
The team at Billson’s are big April Fool’s Day fans. This year they creeated Build-a-Cheeseburger with Vodka ™️: “a miraculously mouth-watering blend capturing the irresistible flavours of your favourite diner classic!”
“Brace yourself for succulent Aussie beef, perfectly melted cheddar cheese, a sprinkle of onion, tangy pickles, zesty ketchup, and mustard, all nestled within an iconic sesame-seeded soft bun. And yes, they’re even vegan friendly,” they wrote on social media.
“Each special flavour can be enjoyed on its own, or for the full experience, mix them together in your own perfect ratios! This concoction is sure to surprise and delight even the most discerning palates with its unexpected twist.
“But hurry, this limited-time treat won’t stick around for long. Head over to our website now to sink your teeth into this bun. Once they’re gone, they’re gone for good.”
Raw C channels Bunnings sausage sizzles
Raw C owner Scott Mendelsohn said he was excited to announce some new limited edition flavours.
Among them was a Bunnings sausage sizzle flavour. Is your mouth watering?
Fancy some prosecco-flavoured lube?
Sexual health and intimate wellness website Hanx annouced that it had teamed up with Liquid Diamond to produce Prosecco Flavoured Lubricant.
The team said: “We’ve teamed up with the absolute huns at Liquid Diamond Wine to launch a very limited edition Prosecco Flavoured Lube – just in time for April 1st. 😉 We’ve been living, laughing and lubing to deliver a sparkling update to HANX’s natural, non-sticky Lubricant. This is a very special vintage: in fact, we’ve trialled and tested it 69 times before it met the huns’ seal of approval… Think classic HANX Lube, just with an extra added sparkle and tasting notes of peaches, apples and pears. Enjoy, huns!”
Scotch gets into the whisky business
Sticky tape maker Scotch announced it was getting into the whisky business.
The brand wrote: “Scotch – The name that is loved by many… and in so many forms. Introducing Scotch Whisky by Scotch™ Brand. A spirit worthy of our heritage and your tastebuds.
“Hailing from the heart of Scotland, Scotch Single Malt Scotch Whisky is sure to be a home bar essential, and the name on everyone’s lips in the very finest establishments. Aged in oak barrels for 14 years, Scotch Whisky by Scotch™ Brand is a magical experience whether you take it neat, over ice, or in any of your favorite classic cocktails. Expect a strongly smoky whisky with distinct herbal notes, in addition to peat with a smooth finish.
“Available nationwide this April 1st at all major retailers.”
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