April Fools’ campaigns by brands in Singapore
In case you’ve not noticed, March has already come and gone, so we’re subject to yet another day of April Fools’ practical jokes. However, even the most vigilant amongst us might have already fallen victim to harmless pranks making their rounds on social media, courtesy of deviously timed marketing campaigns.
We’ve rounded up our favourite April Fools’ pranks pulled by brands in Singapore from the past decade, ranging from tactful nods to the Little Red Dot, to plain obvious rage bait that work wonders in driving engagement. Marketing teams out there looking to rake in KPI points, take note.
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2016 – Jetstar Asia
Singlish-trained aircrew
One of the hidden perks of flying with SIA as a Singaporean is being able to appreciate the cabin crew’s iconic “welcome home” message over the PA system upon touchdown in Singapore. However, what if we needn’t wait for the return flight back to the Little Red Dot to dispel our homesickness?
That was a question Jetstar Asia hoped to answer with their April Fools’ campaign in 2016, when they posted a promotional video showcasing their staff attending classes for a Singlistic Inclusion programme.
Image adapted from: Jetstar Asia via Facebook
The Jetstar Asia crew were trained to spruce up their vocab with Singlish phrases, while punctuating their in-flight safety instructions the occasional “ah” and “hor”. In this alternate timeline, they would advise passengers to have their seatbelts “kiap tight tight”, and to stow their “barang barang” under their seats.
Jetstar Asia even “translated” certain elements of their website into Singlish, such as the descriptions of extra services you could opt in for during your flights.
Image credit: Jetstar Asia
Although the Singlish-fication of Jetstar Asia was merely done in jest, there’s no need to remind us on home during our travels; we can already pick out our ear-grating accent in the crowds of Tokyo and Seoul from a mile away.
2017- IKEA
Revamped their iconic indoor playground for iPad-obsessed kids
Call it eerie, but IKEA hit the nail on the head when they cheekily called out the growing epidemic that is this generation of iPad kids all the way back in April Fools’ 2017. Much to the ire of parents islandwide, the Swedish furniture store updated their iconic Småland indoor playgrounds to better cater to the children of today.
Image credit: IKEA via Facebook
This revamp saw IKEA trading in Småland’s ball pits, slides, and colouring sheets for an arsenal of iPads and a couple of sitting pods for kids to indulge in some screentime, in isolation none the less. IKEA even gave reassurance to their parents that their kids will be in good hands, as their high speed WiFi connection meant that eyes will be glued to the screens at all times.
Image adapted from: IKEA via Facebook
The children could also opt at a communal table with other peers, but that hardly egged them on to interact with one another. But hey, at least they encouraged the little ones to practice good eye care habits by not having the screens too close to their eyes, so we can’t give this dystopian playspace too much flack.
2018 – Singapore Tourism Board
Durian-scented perfume
A scent that is inextricably tied with Singapore other than that rancid commute stench that’s been of debate as of late, is the smell of durian. Which is why it was only fitting that the Singapore Tourism Board came up with the ingenious idea of concocting a durian perfume for April Fools’ 2018.
The nose behind the scent is a made-up perfumer called Dewey Anne, which oddly sounds a lot like durian.
Image adapted from: VisitSingapore via Facebook
Simply dubbed Durian, the scent was marketed as one fit for royalty, based on the durian’s status as the king of fruits. It’s supposedly made from 100% single origin durians by mashing up the pulp, which is then distilled into fine oils; a process which already sounds nauseating enough.
Even fans of the fruit must admit this is taking it too far, and thankfully, this is a product of fiction. We’ve already got morning shower skippers stinking up public transport, so we definitely don’t need another biohazard to avoid like the plague on our way to work.
2019 – NEX
Ariana Grande performing live in the mall
The year is 2019; an unassuming picture of an egg became the most liked post on IG, and hot girl summer was in full force; not that we needed a reminder here on sunny Singapore. Ari also dropped the bop that is thank u, next which was the only thing radio stations would play for a good while, but NEX had more Grande-r plans for April Fools’ 2019.
Peep the fine print under the terms and conditions.
Image credit: NEX Singapore via Facebook
Using clever wordplay, the NEX’s Facebook page drummed up excitement for an Ariana Grande live performance happening right at the shopping mall. The mall’s name coincidentally appears on her aforementioned hit single, and so she was reported to be scheduled for an impromptu show right in the heartlands of Serangoon.
Much to the dismay of fans, the singer obviously didn’t jet over to Singapore as the post was just a joke, but they seemed to take it well, sharing a laugh in the comments.
2020 – Tuk Tuk Cha
Coriander Thai Milk Tea
F&B brands have a penchant for coming up with the most egregious creations for April Fools’, and even the pandemic couldn’t stop Tuk Tuk Cha from flexing their creative muscles in 2020.
Image credit: Tuk Tuk Cha via Facebook
And so the Coriander Thai Milk Tea was conceived, and boy was the crowd divided. On one hand, some were borderline offended that this abomination of a drink even appeared on their feeds. However, there were quite a number of coriander lovers who were looking forward to quenching their thirst with Tuk Tuk Cha’s latest offering.
Unfortunately for them, the Facebook post promoting the drink was a hoax, as evident by the purported 1st April 2030 release date. If you think about it, we’re well into 2025, so it’s 5 years down and just 5 more to go if you’re still dreaming about the day you can taste-test this cloyingly aromatic beverage.
2021 – Burger King
Chocolate Whopper which was a real item on the menu
Image credit: Burger King Singapore
For an April Fools’ edible that you could’ve actually purchased off a menu, look no further than Burger King. The burger restaurant announced a secret burger leading up to April Fools’ in 2021, but no one could quite steel themselves for what was to come. The big day soon arrived, and we were presented with the Chocolate Whopper.
Image credit: Eatbook
Credit where it’s due, Burger King made this chocolatey treat a reality that customers could order and try for themselves, but the reviews weren’t as hot as their sizzling patties. Essentially a classic Whopper beef burger that was filled with chocolate sauce, people found it to be overwhelmingly sweet, and the chocolate sauce that soaked into the bun made eating it a soggy affair.
Image credit: Eatbook
Sweet tooths had no qualms about wolfing down on the burgers though, and to sweeten the deal, Burger King also had a chocolate dipping sauce you could order to go with your nuggets.
2022 – KFC
KFC-branded essence of chicken
We’re not sure about the efficacy of essence of chicken, but one thing’s for sure – it wasn’t palatable one bit, and most kids all over Singapore can attest to that. Heck, you’ve probably been force-fed the bitter-tasting supplement by your kiasu parents when you were cramming for your national exams; if only this KFC essence of chicken were around back then.
Image credit: KFC via Facebook
The Facebook post announcing the make-believe product went up on April Fools in 2022, and was even said to be releasing in both Original Recipe and Hot & Crispy fried chicken flavours.
One commenter even asked if this funky essence of chicken can help their son pass their PSLE exams, and another chimed in that it might make him pass out instead. If that isn’t an indicator for KFC to stay in their lane and stick to revving up those deep fryers, we don’t know what is.
2023 – YouTrip
New Causeway+ card for even more savings on JB trips
Crossing the border for a day trip in JB might as well be considered Singapore’s national sport at this point, and YouTrip concurs. In fact, they would’ve probably been the biggest cause of checkpoint jams if they made their Causeway+ card a reality during April Fools’ 2023.
Image credit: @youtripsg via Instagram
Their new card was slated to roll out by the end of the year, and was touted to be able to give users rebates on petrol and grocery shopping, along with other perks when you use it across the border. They also promised a whole year of free petrol to one lucky winner for those who signed up with a promo code, and we all know the lengths our fellow countrymen are willing to go to for even an extra drib of gas.
Image adapted from: @youtripsg via Instagram
Alas, the card was revealed to be just another April Fools’ marketing ploy, but some commenters did not take the joke lightly at all. Some even threatened to report the company to MAS for misleading their followers, while others refused to accept the post as a prank and still wanted to apply for the card regardless. Lesson learnt: do not, in any way possible, get in the way of a Singaporean and their JB getaways.
2024 – Durex
The most satisfying night run in SG
Durex is no stranger to wacky April Fools’ campaigns, and last year was no different. They egged couples to get active, by organising an adults-only night run and posing the question to attendees: “will you finish together?”
The innuendos didn’t stop there, as the 2 categories that lovers could sign up for were 6km and 9km races, both of which were going to be held on the 6th of September, or 6/9.
Image credit: Durex
It was later revealed that there was no actual run to compete in, but at least a handful of people were left satisfied. That’s because the first 100 sign-ups were sent a Durex Race Pack, which included goodies like a race tee, a pack of Durex’s mutual climax condoms and the Durex Play Classic Lube for couples to conduct cardio sessions at their own leisure.
2025 – sen-ryo
Miniature sushi
Serving portions at fancy restaurants is often a topic of contention, as you’ll often see the most opulent establishments charging an arm and a leg for measly morsels of food. Of course, they make up for it in other aspects, such as ingredient quality, ambience and miscellaneous services, but that doesn’t make the dent on our wallets any less painful.
Image adapted from: sen-ryo
However, upscale sushi restaurant sen-ryo is looking to turn the tables on this exorbitant trope this April Fools’, by releasing a miniature sushi omakase and pricing it at just $41. The catch here is that their offerings are literally pint-sized, as they believe that their craft is all about precision and not size.
They’ll even provide a magnifying glass for you to revel at the dishes before popping them all in your mouth in one fell swoop. This one’s all but another prank, but I’m sure some of us wouldn’t mind spending a couple of bucks for the world’s fastest omakase experience. Perhaps busy corporate folks who can’t spare the time for lengthy lunches will find it particularly efficient.
Watch out for other April Fools’ pranks by brands in Singapore
Of course, we shouldn’t take these April Fools’ pranks played by brands in Singapore too seriously. They’re just trying to inject some light-hearted humour into our everyday lives, and we’ve got to give them kudos for trying to do so in a slew of witty ways.
For more humorous reads:
- What your travel plans say about you as a Singaporean
- Rating common lunchtime topics
- Most iconic Crimewatch scenes
Cover image adapted from: VisitSingapore & IKEA via Facebook, Eatbook