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April Fools’ Day: worth the effort, or a waste of time?

In the age of social media, it can feel like a marketer’s job is never done. There are new platforms to join, memes to know, and trends to participate in, not to mention major retail events, such as Black Friday, Mother’s Day and other recurring holidays to promote. And yet, year after year, many brands make the time to come up with an April Fools’ Day prank.  This year saw Australian supermarket Coles fake-launch a new aisle where customers can purchase ingredients for TikTok-viral r