The commercial, screened after dark, was re-cut to OUR new ‘Tech-Mex’ soundtrack - with The Lizard added to the end frame. Street media were transformed into propaganda: stickers and tear sheets featured The Lizard and The Cult HQ’s URL. Cult members were encouraged to show their allegiance by placing posters in windows. And Cult campaigners, armed with placards and promotional Cult Wear, wrestled in bars across the country. PR and web casts seeded fictitious party reviews both off and online.

Dark After Dark was a campaign that transformed an emerging beer brand, into the drink of choice amongst its target audience. Sales increased three-fold, extremely unusual in the static drinks market and distribution enquiries doubled. Share of market (by value) grew from 14% to 20% (year on year).