The Museum of Hoaxes
hoax archive hoax archive hoax archive hoax archive hoax archive
Did Poe say 'The best things in life make you sweaty'?
Cat that walked 3000 miles to find its owners, 1951
Tube of liquor hidden in prohibition-era boot, 1920s
Burger King's Left-Handed Whopper Hoax, 1998
Fake Fish Photos
The Great Wall of China Hoax, 1899
A black lion: real or fake?
The Man-Eating Tree of Madagascar Hoax, 1874
The Society for Indecency to Naked Animals, 1959
Actress who claimed she was kidnapped by puritans, 1950
Guinness Mean Time -- April Fool's Day, 1998

On March 30, Guinness issued a press release announcing it had reached an agreement with the Old Royal Observatory in Greenwich, England to be the official beer sponsor of the Observatory's millennium celebration. According to this agreement, Greenwich Mean Time would be renamed Guinness Mean Time until the end of 1999. In addition, where the Observatory traditionally counted seconds in "pips," it would now count them in "pint drips." Finally, a Guinness bar would open in the astronomy dome and the Observatory's official millennium countdown would feature a Guinness clock counting "pint settling time" with a two-minute stopwatch.

Guinness issued the announcement as an embargoed release, meaning that reporters who received the release weren't supposed to write about it until the day it was issued to the public on April 1. However, the Financial Times broke the embargo (not realizing that the release was a joke) and discussed the announcement a day early in an article titled "Guinness to sponsor the Old Royal Observatory." It criticized Guinness for exploiting the millennium excitement to promote its brand name, declaring that Guinness, with its Greenwich tie-in, was setting a "brash tone for the millennium."

When the Financial Times learned it had fallen for a joke, it printed a curt retraction, stating that the news it had disclosed "was apparently intended as part of an April 1 spoof." Guinness spokesman Roy Mantle said, "The best thing to say is that they pipped everybody to the post and we were very pleased to see that actually in such an august organ as the Financial Times." In a separate statement Guinness took a more charitable tone, explaining that "The Financial Times was running a perfectly serious business piece and Guinness faxed over the spoof among other information. It wasn't really his [the reporter's] fault."

There are no comments yet for this article.
Submit a Comment
In order to post comments you have to register as a member of the site.

All text Copyright © 2014 by Alex Boese, except where otherwise indicated. All rights reserved.