In March, the Irish whiskey brand Jameson published an announcement that it was tapping into the beauty market with the launch of their new skincare range, Beatha with TV host and model Ayanda Thabethe as Beatha brand ambassador.

The announcement made headlines and created a largely positive buzz on social media.

However, the brand went on to promote the hasthag “#JamesonAprilFools” on Twitter, revealing that the new range was an April Fool’s prank and was the start of a Comedy Month campaign, which is centered on Jameson’s new Humour Me comedy series running between 17 April and 24 April across digital platforms and Mzansi Magic.

“We are super thrilled to be able to finally announce the reveal of our new campaign. The launch of our stunt really had our consumers engaging and debating with us which is exactly what we had hoped for in the lead up to welcoming Comedy Month through what we believe will provide respite to consumers during a time of so much doom and gloom,” says Beatrice Marfleet, marketing manager of Jameson and Irish Whiskey.