A History of Tomfoolery

Our client Crunch Fitness loves a good April Fool’s Day prank. Like in 2024, when we created a series of workout videos for your thumb entitled “Thoga.” Or the following year, when we devised a fictional perfume collection made up of gym scents.

But in 2026, we upped the ante with a bizarre new product idea that would send shockwaves through Crunch’s core market and beyond.

Introducing Protein Vapes

We ideated a (completely fictional) new line of Crunch-branded vapes that could deliver 35g of protein in a few easy drags. Crunch teased the product on socials the day before April Fool’s, then dropped a full lifestyle ad showcasing the vapes and their launch flavor, Muscle Mist.

The organic posts killed it on Instagram with an 8,500% increase in shares compared to typical Crunch Fitness organic posts, and an estimated 1.2 million impressions. But the viral vape train had only just begun.

Chad Waetzig: Chief Vaping Officer

Appearing on the Breaking & Entering podcast to chat about the stunt, Crunch’s CMO Chad Waetzig kicked off the interview like no other CMO would: with a smooth inhale from a Crunch vape. 

His dedication to the bit took social by storm, taking an already successful moment and extending the brand’s reach to an entirely new PR moment.

Results

With coverage across four major publications, peak social engagement, and the fact that we got a CMO to vape for the world to see, it’s safe to say our stunt delivered. And no, we’re not talking about the 35g.