Loosen that necktie, Mr. CEO. Let your hair down, chief marketing officer. April Fools’ Day is upon us, and your target audience just got extra casual. How casual? Mentally, they’re flip-flopped on a Mexican beach while James William Buffett serenades them about frozen beverages. Consumers have trained their minds not to believe anything you say this day. Does that mean you should go all scorched earth on your industry peers? Not quite, but you can have a little bit of fun.

April 1 is the day you can do something different. [Unless you’re Geico, then it’s just another day.] Over those 24 hours, feel free to cut the brand that binds and surprise your audience with something refreshing. Something amusing. Something foolish. Something…well, surprise me.