April Fools’ Day is a great opportunity for brands to showcase their creativity, playfulness, and ability to engage their audience in unexpected ways. This year, some of the most well-known brands went all in with humorous and cleverly crafted campaigns that had us laughing and questioning reality. At Social Land, we’ve rounded up our favourite April Fools’ marketing stunts of 2025, and here’s what stood out.

Terry’s Chocolate Mint Toothpaste

Terry’s Chocolate took an unexpected turn with the announcement of its new Chocolate Mint Toothpaste. Described as a revolutionary way to enjoy the signature Terry’s Chocolate Mint flavour during all parts of the day, the brand claimed that its silky-smooth formula was not only safe to swallow but also strengthened enamel while providing chocolate satisfaction and a burst of minty freshness.

“Our fans have always dreamed of starting and ending their day with Terry’s Chocolate Mint, and now they can, without upsetting their dentist!” said Terry’s Chocolate spokesperson Lorène Decam.

Though the idea of brushing your teeth with chocolate may be wishful thinking, this campaign perfectly balanced humour with the brand’s signature indulgent appeal.

Waitrose’s Easter Egg Age Restriction

Waitrose decided to shake things up this Easter by implementing an age restriction on Easter eggs. The supermarket claimed it was introducing the policy to prevent children from taking all the chocolate and ensure that adults got their fair share.

From 1st April, customers attempting to purchase Waitrose’s own-brand Easter eggs would be prompted for ID at checkout if they didn’t appear to be over 18.

Maddy Wilson, Waitrose’s own brand director, explained: “With Speckled Eggs hand-made by a third-generation chocolatier, a Chocolate Croissant which blends creamy chocolate with feuilletine wafer and caramel pieces, and Italian Nougat made to a family recipe passed down three generations, it is much too good for children anyway!”

Asda’s Rear Pocket Dress Code

Asda introduced a Rear Pocket Dress Code for shoppers, tying into the return of its famous ‘pocket tap’ from classic TV ads. The supermarket announced that anyone visiting an Asda store on 1st April must have a visible rear pocket in order to enter.

For those without one, Asda provided free stick-on pockets at the door to ensure that no one missed out. Each green pocket featured the iconic ‘That’s Asda Price’ slogan, reinforcing the brand’s famous marketing jingle.

This playful and interactive joke not only nodded to Asda’s heritage but also encouraged customer participation in a way that was lighthearted and memorable.

Walkers’ Crisp Packet Swap

Walkers took a direct shot at a long-running British debate by teasing fans with a packaging swap for its two flagship crisp flavours: Cheese & Onion and Salt & Vinegar. The brand released billboards and social media posts showing Salt & Vinegar in blue bags and Cheese & Onion in green bags, sparking confusion and debate among crisp lovers everywhere.

Some fans rejoiced at the switch, claiming it made more sense, while others were horrified.

Mark Orbine, Executive Creative Director at VCCP, said: “We loved playing with this long-standing controversy, we’ve created a campaign that taps into nostalgia and the passion of crisp lovers everywhere this April Fool’s.”

By causing controversy in an ongoing debate, Walkers successfully engaged its audience in a way that felt relevant, entertaining, and perfectly suited to April Fools’ Day.

This year’s April Fools’ marketing stunts proved that brands continue to use humour and creativity to drive engagement and brand awareness. From absurd product launches to hilarious policy changes, these campaigns captured the public’s imagination and delivered memorable moments of fun