Canadian cellphone provider Fido pulled off a shocking April Fool's ruse when it announced that it would be shelving its familiar and popular dog mascot in favor of a feline brand ambassador.
Fido said that the change was prompted by a desire for new direction in response to the way technology and the Internet have changed the world. "With memes, jokes and online videos, the Internet has truly helped cats claw their way to the forefront of the animal kingdom," the company said in a press release.
Fido announced that the introduction of the cat mascot would be accompanied by a new brand slogan, "Yes we cat."
The April Fool's ruse was comprehensively implemented, with Fido adding the cat mascot to its website and social media pages.