At the tip of March, whiskey model Jameson made a shock announcement that it was increasing into magnificence with the launch of its first skincare line, Beatha. With TV host and mannequin Ayanda Thabethe as Beatha model ambassador, the information made headlines and had customers throughout social media platforms debating Jameson’s sudden enterprise pivot.Turns out the Beatha skincare line was an early April Fool’s Day prank. Jameson revealed on 1 April that the product launch was merely the beginning of a Comedy Month marketing campaign, which is centered on Jameson’s new Humour Me comedy sequence working between 17 April and 24 April throughout digital platforms and Mzansi Magic.“We are tremendous thrilled to have the ability to lastly announce the reveal of our new marketing campaign. The launch of our stunt actually had our customers partaking and debating with us which is precisely what we had hoped for within the lead as much as welcoming Comedy Month by what we consider will present respite to customers throughout a time of a lot doom and gloom,” says Beatrice Marfleet, advertising and marketing supervisor of Jameson and Irish Whiskey.Public response to the prank has been largely optimistic on social media, nevertheless launching an April Fool’s Day prank virtually a full week earlier than 1 April may encourage scepticism round legitimate information tales past April Fool’s Day itself. Is this a accountable advertising and marketing strategy within the faux information period?
