Commandos of Cool

New techniques are being tried to get people to buy

The battle to sell fashion is very big business indeed - but in today's world it increasingly has to be done by stealth. Many people are suspicious of glossy advertising from big brand names, so now there's a new kind of marketing - the hard sell that doesn't look like it. It's known as guerrilla marketing.

The Money Programme follows two frontline commandos of this new cool way of selling - Vikas Malik and Jeff Boardman - who run youth marketing company, Freewheelin', as they tackle their biggest project yet. They have to make a range belonging one of the world's most successful clothing companies, the Diesel Group, look hip and street.

Their guerrilla campaign to help sell the 55DSL label includes - setting up a pirate radio station and running an illegal sticker campaign; trying to make sure that 55DSL is worn by the trendiest people in the UK - musicians, skateboarders, and breakdancers; organizing the hippest launch party for Europe's first 55DSL store at the very latest club.

Will Vikas and Jeff's campaign be a success? Will the Diesel Group be happy with the result? And will marketing be transformed by this new way of guerrilla selling?

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Producer: Emma Jones
Series Editor: Clive Edwards

'Commandos of Cool' will be shown on Wednesday 19 June 2002 at 7.30pm on BBC TWO