Suntory Giant Natural Water April Fools’ Joke Behind the Scenes

On April 1st, the battle of “false” company posts on X for April Fools’ Day unfolded. Suntory, known for its mineral water (Natural Water), created a buzz with a photo of a boy drinking from a giant pet bottle several times the size of his face, along with the message, “For the scorching summer! New 20L pet bottles of natural water launching this summer!”

“We’re very happy to receive so many ‘likes’ and positive feedback on this post. Many people must have been busy with the start of the new fiscal year, but I hope they were able to take a moment to enjoy it during their free time,” said the Suntory Public Relations Department’s “official X team” member, delighted by the overwhelming response.

The idea for this April Fools’ Day post was conceived around February of this year. The team that manages the official X account collaborated to come up with ideas (the following comments are from the official X team).

“To make it relatable, we tried to come up with a concept using products that most people are familiar with.”

Into a gaming-style vending machine

After much discussion, the idea of making the natural water larger was chosen. The point of contention was how many liters it should be. To surprise viewers, they boldly decided on 20 liters.

“There were other ideas as well, like having a gaming-style vending machine that would glow in rainbow colors when a hidden command was pressed. But after testing it, we decided against it because we didn’t want to disappoint people if it didn’t glow as expected.”

Although it’s an idea that would be fun to see, it’s a shame it didn’t make it through.

“There were many other ideas for different brands and products, but we hope you’ll look forward to them next year.”

Even though it’s the one day of the year you’re allowed to lie, coming up with the right idea is a tough task for brand managers. If the idea misreads the current social climate or trends, it can lead to trouble.

Voices of criticism flood in, saying “It’s not funny.”

Hokka Hokka Tei, a bento chain, is one such example. Amid the recent surge in rice prices, the chain posted, “We will stop selling rice,” which led to a flood of criticism with comments like “Not funny.” They had to retract the statement and issue an apology.

What are the points that Suntory pays attention to when posting an April Fools’ joke?

“We aim to share content that makes people feel a little bit happier when they look at it during their free time. For April Fools’ Day, we aimed to create a post that would make everyone smile.”

Suntory’s post received many comments wishing for the possibility of launching a truly giant bottle of natural water as a family disaster preparedness item. However, it seems unlikely to become a reality.

“We’re sorry, but this won’t be possible. The largest bottle of Suntory Natural Water is a 2-liter PET bottle. We hope you continue to enjoy that.”

We look forward to the fun and humorous April Fools’ Day joke competition from various companies in the years to come.