Proximo Spirits, exclusive Australian distributor of The Kraken – a spiced rum born from the Sea Beast of myth & legend who resides in the deepest depths of darkness, engaged Mango to create a brand activation that would deliver a PR-led brand experience.

The activation was to bring to life the brand in a relevant and authentic way, while engaging the aspirational audience of ‘cool hunters’.

‘The Darkest Show’ was a one-of-its-kind comedy event that infused dark rum with dark comedy for the  ultimate night of laughter and darkness.

We partnered with three of the darkest comedians Australia has to offer – Neezem Hussain, Becky Lucas and Luke Heggie, and MC Dan Muggleton and created an event at The Vanguard in Sydney’s Newtown

The sold- out, one-night-only event was a huge success with core and extended audiences.

Tapping into dark comedy enabled the brand to truly connect with its audience in an interesting and authentic way. From venue theming through to ‘dark’ menu items, all consumer touch points were thematically aligned and designed for UGC social outputs.