Lululemon Spray-on Yoga Pants

After being spoofed on Jimmy Kimmel on his late night show one Thursday night, running a fake ad for spray-on yoga pants called "Lululemon Pledge.", we took the opportunity to double down on that free earned media.

Two days later, we added the phony product to our website. For only $1,200 -- that's 1,200 pairs of pants per can -- Lululemon Pledge "fits like a second skin." The rise, leg opening, and inseam are all "adjustable," says the ad. It was perfect timing as it was launched the day before April Fools' Day and we tweeted the big news, ultimately gaining Jimmy Kimmel's attention yet again and received his nod of approval that night of.

What started as a possible brand-tarnishing spoof on late night TV, turned into tens of millions of free impressions by leaning into recognizing some mistakes from the past and making fun of ourselves just a little bit.