Agency: Revolution Marketing, New York
Twist: Honing its image as a champion of underground concepts, Diesel Jeans promises to help a dozen consumers break directly into the music business this year with a talent search culminating in an independent label record deal for winners. A Diesel-U-Music Awards show is planned, plus a college tour, backed by in-store support at Diesel's 25 stores nationwide. The retailer, which specializes in $100-plus handmade Italian jeans, boasts foot traffic of 4.5 million in its stores annually.
Vital statistics: More than 1,500 people have already registered for the talent search through an online-only promotion at diesel.com; print ads and in-store support begin in September with talent-contest winners to be named in dance, rock, urban, and electronic music genres. The contest continues through April 2003. The awards show and college tour dates have not yet been announced.