Rebranding as “Voltswagen.” Shutting down Trader Joe’s. Emailing confirmation of a $750 food delivery.

The range of April Fools’ Day marketing pranks gone awry is as varied as their reception. Met with everything from smiles and social media shares to confusion, derision or even fury and falling stocks, the puckish promotional tactic represents a risk that can endear customers to a brand as swiftly as it can sour them on it.