Virgin said the new development, with ringpulls at each end, was its latest take on share size bottled cola.
But suspicions were soon triggered, due to the fact the new 440ml can launched on April 1.
A high profile marketing campaign, "designed to support Virgin's vibrant brand values", closed at noon.
A Virgin Cola press release urges the caring sharing reader to call its public relations personnel on 01274 871550 throughout April for more details on "this limited offer."
Didn't they know the joke was on them after noon?