April Fools’ Day is often used by brands as a stage for creativity, humour, and bold engagement. But what happens when a prank doesn’t quite go as planned? In this article, we reflect on Lipton’s recent #RestInPeach stunt—a marketing move that sparked conversation, emotion, and controversy.
What Happened?
In the lead-up to April Fools’ Day 2025, Lipton announced that it would be discontinuing its popular Peach Iced Tea. Fans reacted swiftly and emotionally. Social media platforms lit up with outrage, confusion, and even panic buying as loyal customers attempted to stock up before the drink supposedly disappeared from shelves.
It was soon revealed that the entire announcement was part of an early April Fools’ joke. The product wasn’t going anywhere—but the emotional rollercoaster had already taken its toll. While some praised the creativity, others felt misled, with a number of consumers voicing their intention to boycott the brand.
The Marketing Lessons from #RestInPeach
For marketers and brands watching from the sidelines, this case presents valuable insights. Here are five key takeaways:
1. Emotional Connection Can’t Be Underestimated
Lipton’s prank worked precisely because consumers care about the product. However, leveraging that loyalty through fear-based tactics (like fake discontinuations) can backfire if the audience feels their trust has been exploited.
2. Engagement ≠ Approval
There’s no doubt the campaign generated buzz. Social media engagement soared, with creators joining the conversation and DIY peach tea recipes making the rounds. But engagement doesn’t always equal positive sentiment—and backlash can easily overshadow brand visibility.
3. Execution Needs to Be Thoughtful
Timing is everything in a stunt like this. Lipton released the fake news soon after, which helped sell the joke. However, if they had delayed the reveal or ignored the growing concerns online, the fallout could have been worse.
4. Transparency Still Reigns Supreme
When humour is involved, brands must tread carefully. Lipton acted quickly to clarify the prank, but the damage was already done for some. Clear, timely communication is essential when walking the fine line between playful and problematic.
5. Beware the Cliché
Announcing a fake product discontinuation has become a go-to prank—but overuse is making audiences wary. Today’s consumers value authenticity and consistency. A repeated trope risks fatigue or even cynicism.
The Bigger Picture
The #RestInPeach stunt may have been intended as light-hearted fun, but it revealed something deeper about consumer-brand relationships. Customers don’t just buy a product—they trust in its availability, its quality, and the brand behind it. When that trust is shaken, even temporarily, the long-term cost might outweigh the short-term engagement spike.
Bottom Line?
Creative campaigns should never lose sight of the customer experience. If you’re planning a playful or daring marketing move, consider:
- Is the message aligned with your brand values?
- Could it cause unnecessary confusion or frustration?
- How quickly can you clarify things if it goes sideways?
A great stunt is one that delights, not divides.
Other Notable 2025 April Fools’ Day Campaigns We’ve Enjoyed:
- Tabasco introduced a fake TABASCO®-infused body lotion.
- Suzuki Australia launched a quirky “Slimny” vehicle that blends two-wheel and four-wheel features.
- PayFlex shared a tongue-in-cheek new Lobola Pay Feature with 0% interest.
- KhakiBush Magazine reported that Kruger National Park would soon have traffic lights at animal crossings—an old favourite that still draws reactions.
We’re Here to Help You Avoid the Pitfalls
From bold campaigns to everyday engagement, strategic thinking matters. Whether you’re planning your next April Fools’ stunt or simply want to refine your digital marketing, we’re ready to assist. SEO, paid media, content creation, email strategy—We Do Digital, so you don’t have to.
Let’s make your next campaign memorable for the right reasons, shall we? Reach out to us here!
Enjoyed the article? Consider reading Keeping it Authentic: Why Being Real Wins Every Time or Do A Digital Audit.
Written by Michelle Huxtable, PPC and Marketing Strategist at We Do Digital.
