April Fools is always a perfect time for brands to share some light-hearted engagement with followers. Some pull it off tastefully (like BMW’s self-driving car), some not so much (we’re looking at you Volkswagen’s Voltswagen).
The ultimate winner in our books is Tiffany & Co, who almost broke hearts with an announcement that they were introducing a new house colour of egg yolk yellow.
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Sharing on Instagram with the hashtag #TiffanyYellow, the jewellery house raked up 422k likes with the post, a great spike from its usual 15-20k.
Fans were quick to react, some expressing heartbreak, others laughing it off upon a quick check of the date of the calendar.
Three days later, Tiffany & Co came clean with a post of its original robin blue box with the caption, “Just kidding. We’d never mess with Tiffany Blue, but we do have some exciting new things in the works.”
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That post garnered over 289k likes with sighs of relief aplenty.
Some fans have warmed up the new yellow colour however, and suggested special edition releases in that colour for special occasions.
(Photo: Tiffany & Co)