Key Takeaways:
- BODYARMOR’s fake shampoo launch cleverly played into NHL culture, proving humor can be a powerful marketing tool.
- The April Fools' prank is a creative extension of BODYARMOR’s athlete-focused hydration brand platform, playfully reimagining its benefits in the world of hair care.
- Even though the shampoo isn’t real, the campaign aims to spark conversation across social media, using creative storytelling to enhance brand visibility.
Hockey players take pride in two things — grit on the ice and their legendary “hockey hair.”
So, the launch of an electrolyte-infused shampoo from BODYARMOR Sports Drink is sure to grab the attention of athletes and fans alike.
Sadly, the BODYARMOR Sports Performance Shampoo is all an April Fools’ Day prank.
The joke tapped into the brand being the Official Sports Drink of the NHL and the legendary “hockey hair” culture ahead of the 2025 Stanley Cup Playoffs.
The spoof product was humorously marketed as the first-of-its-kind shampoo, free from artificial dyes and made with real ingredients — just like BODYARMOR’s sports drinks.
Developed in collaboration with Great Clips, the official hair care salon of the NHL, the fictional shampoo is said to hydrate, strengthen, protect, and volumize hair.
As part of the prank, BODYARMOR even claimed the campaign was backed by NHL stars Connor McDavid and Matthew Tkachuk, alongside a collaboration with the Spittin’ Chiclets podcast.
But here’s something real — fans can enter a sweepstakes for a chance to win free tickets to the Stanley Cup Finals!
In a statement exclusive to DesignRush, Tom Gargiulo, CMO of BODYARMOR Sports Nutrition, highlighted how the brand ties into both athlete performance and sports culture.
"This lighthearted activation not only celebrates our NHL partnership but also gives us a chance to showcase our brand’s personality and be part of a fun cultural moment.”
While the product doesn't exist, the effort is a great example of how a brand can tap into meme marketing, using humor and the element of surprise to engage its audience.
When Humor Hits the Right Note
April Fools’ marketing stunts are most effective when they align with brand voice and audience expectations.
Well-executed prank campaigns can create viral engagement without the risk of alienating consumers — especially when they remain lighthearted and on-brand.
The key is ensuring the joke is clear enough to avoid confusion while still being entertaining enough to make it shareable and engaging.
Other brands also rolled out their own April Fools’ pranks, from fake product launches to absurd collaborations.
GlassesUSA.com turned a common frustration into a playful, practical joke with its microfiber clothing collection.
Meanwhile, Ferrero Group brands Nutella, CRUNCH, and Tic Tac embraced fun and fantasy with their creative executions.
