The Globe and Mail reports in its Wednesday edition April Fool's Day has rolled around once again. The Globe's Susan Krashinsky writes marketers, however, see it as a chance to participate in some innocuous shenanigans. The phenomenon is not just a product of the Internet: Companies used to send out fake news releases on April 1, and occasionally purchased fake ads (which is how the hoax about Taco Bell buying the Liberty Bell spread in 1996). Last year, Domino's Pizza unveiled the "Edibox" made of crust; Procter & Gamble's Scope promoted bacon-flavoured mouthwash; and Frito-Lay launched Cheeteau, a perfume for those who love the smell of Cheetos. WestJet has been joking around for years. "We do it because it's an extension of our fun culture," said WestJet's Robert Palmer. "People like to do business with companies they like." On Wednesday morning, it will promote its latest in a series of April 1 videos. Its most successful so far was in 2012 when the airline offered "Kargo Kids" service so parents could enjoy a quiet flight while their children travelled under supervision in the belly of the plane. "Do we really need more wakka-wakka?" said Mitch Joel at Montreal digital agency Mirum.