Our 100th edition is here already?!?!?! What?!!?!? We’ve been putting our entire heart and soul into this edition over the past few weeks – tears streaking the keyboard and all. It has been such a fun ride so far and we can’t wait to continue with all of the witty and wise fun! Now read on and let’s celebrate!
Patting ourselves on the back
As we toast to 100 editions of Wit + Wisdom (and the incredible minds of our editor(s)…amiright!?), it’s time to revisit some of the most iconic headlines that have kept our readers hooked, chuckling, and occasionally questioning their life choices. From PR wins to cringe-worthy moments, these headlines prove that in the world of public relations, a clever spin is everything. So, grab your popcorn and get ready for a recap of our most unforgettable, eye-catching, and dare we say, downright hilarious hits. After all, in PR, if the headline doesn’t grab you, what’s the point?
Most Overused Phrase “Move over, [insert thing].” We told Chanel No. 5, candy corn, influencers, and logic to take a seat.
Wait, Is This Still PR? Award “DAWG DNA Kit” from Mug Root Beer. Yes, we’re still trying to understand how a saliva test powered by soda made it into a media strategy.
Biggest ‘Aww’ Moment“Zoomies at 35,000 feet…er…paws” – dogs on planes, in newsletters, and in our hearts.
Most Peppercomm Moment™ “Let’s make humor a habit” – an ode to what this newsletter (and agency) stands for. Wit, wisdom, and just the right amount of weird.
Most Unhinged Headline “Live, Laugh, Fake Die” – When Duo the Owl fake-died in a Cybertruck accident and we mourned him like a real person. We made users grind 50 billion XP for resurrection. This newsletter was feral, and so were we.
These words are my own
New York Times, who? In celebration of our 100th edition, get ready to flex your PR brainpower with the Wit + Wisdom crossword challenge We’ve packed this puzzle with all the buzzwords, jargon, and insider lingo that make our industry tick (and sometimes, make us cringe). From media relations to crisis comms, this puzzle will test how well you know your headlines from your hashtags (and Peppercomm’s quirks).
April Fools’ Day: Slays and Nays
It only feels right that April Fools’ Day and our 100th edition of Wit + Wisdom fell on the same week. Ah, 4/1 – the one day of the year when brands try to pull the wool over our eyes, and sometimes, they do it brilliantly. From clever campaigns that left us in stitches to cringe-worthy stunts that made us question reality (and their PR teams), April 1st always delivers. In this roundup, we highlight the brands that nailed the art of the perfect prank, leaving us laughing and applauding their creativity. On the flip side, we also take a look at those who missed the mark, reminding us that in the world of April Fools’ pranks, timing, tone, and taste are everything.
Misses
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The Pickleback Rebel™ at Dutch Bros is the kind of April Fools’ joke that’s so weird, it makes you question everything. A Rebel® energy drink mixed with pickle juice, it’s a flavor combo that feels more like a prank than a serious drink. Dutch Bros insists it’s the “real dill,” but who really wants a pickled punch of energy? Whether you love it or regret it, this bizarre blend is definitely unforgettable—just don’t expect to crave it every day! Sorry DB, this one flopped like a pickle spear for us.
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Duolingo’s 2025 April Fools’ stunt is odd on so many levels. The brand announced a five-year world cruise, packed with language lessons, endless shrimp, and the constant threat of being jettisoned into the sea for not keeping up—courtesy of Duo the Owl, who was recently “killed off” in a dramatic campaign just weeks before. While the cruise itself is a joke, real merchandise and a free month of Duolingo are available, making it all the more confusing. Duolingo, haven’t you already put us through enough this year?
Hits
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Nutella’s April Fools’ prank had fans drooling over the Nutella BnB, a fantasy vacation rental in Lake Placid, complete with Nutella-shaped architecture, chocolate-brown décor, and spread-inspired furniture. The announcement sparked a flood of excited reactions, from “I’d never leave” to “Is this real?” The best part? Fans were genuinely bummed it wasn’t, with many hoping the Nutella-filled dream home would actually exist. While it’s just a joke for now, the campaign went viral, proving that Nutella knows how to turn sweet, silly, and surreal into the perfect brand stunt.
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Erewhon’s $19 Kyoto strawberries sparked outrage and fascination, with many social media users mocking the extravagant price tag. But Welch’s Fruit Snacks turned the trend on its head with a cheeky April Fools’ campaign, introducing the “$19 Welch’s Fruit Snacks Single Strawberry.” Promising an ultra-luxurious, single-bite experience, the brand poked fun at the pricey food craze, offering a hilarious and over-the-top take on luxury snacks. The stunt was a playful response to the absurdity of high-end food trends, proving Welch’s can have a laugh while capitalizing on the viral moment.
Pepper Pick
We couldn’t celebrate such a big moment without highlighting some of the amazing charities that we have supported over the years, and we’d be so happy if our awesome subscribers would consider showing them some love!
