Jameson Whiskey Pulls A Fast One On South Africans With Skincare Prank

Earlier in the week, Jameson South Africa issued a statement on their website, announcing the launch of a skincare range that contains its whiskey. One thing they failed to mention was where the new range, called Beatha, can be purchased. Turns out it was in fact a premature April Fools prank.

On 1 April 2021, JamesonSA came clean on Twitter by boasting “the only thing as perfect as this April Fool’s prank we just pulled is our whiskey.” Problem is, the prank was not pulled on April Fools Day, sparking scepticism and questions from fans, since the joke came a few days before April 1. 

Jameson Irish Whiskey is not the only big brand whose 2021 April Fools’ marketing stunt suffered a misfire by pulling a prank (now seen as fake news) before the actual day you can fool people and get away with it.

On 29 March, Volkswagen accidentally published a draft version of a press release announcing that its US operations will be changing its name to “Voltswagen”.

Many feel the joke was not necessarily intuitive, since the release came a few days before April 1. People took it seriously, leading to overall confusion. Feeding the media with false information should be considered unacceptable unless it’s done at the right time and on the appropriate day. Getting it wrong will cause consumer doubt, which is not good for business.