“KitKat shaped soap that you can eat! That was Nestlé UK & Ireland’s contribution to this year’s April Fools day. But,
unlike many of the April Fools attempts you may have seen from brands around the world, this was different. There was no creative agency involved, no huge budget and no professional actors. KitKat soap’s spoof launch video, press release, and other materials were all created in-house and features Nestlé apprentices in the starring roles.

The team mentioned the work of their ‘soapologists’ working together to combine the taste of KitKat with soap! The soap comes in 3 variations – the bite (for on-the-go wash), the chunky (for deep cleans) and the forefinger (for the everyday ritual). The video even features an expert from the HQ in  ‘Soaptovia’ who developed the product after various tests to come up with edible soap in the iconic form.”

Ellie Worley, Senior Brand Manager for KitKat said:
“KitKat is all about breaks and we recognize that some of the best breaks come when resting in a luxurious bath or enjoying an invigorating shower. As the universal symbol of the break, it’s only natural that KitKat is right there beside you.”

Each year, Stand-Up Strategist selects, ranks, and celebrates the best corporate April Fools campaigns worldwide – based on their potential to impact corporate strategy and culture.

Stand-Up Strategist can help your business harness humor and creativity as the engine for strong growth, internal alignment and expanded relevance.


Ranking Criteria

Entertainment Value – How universally funny, original and clever is the underlying concept? To what extent does it make you laugh, ponder, and make you want to share it with others?

Quality of Execution – How well is the underlying concept presented, what is the level of execution, attention to detail and overall campaign quality?

Opportunistic Absurdity – To what extent does the underlying concept actually capture the seed of a new business idea or potential market offering?

Brand Relevance – To what extent is the underlying concept consistent with, and can help propel the brand essence and market positioning of the company?

Cultural Impact – To what extent can the underlying concept serve to unify and align staff around optimal strategy and culture?