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April 10, 2003

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Chanel debuts in teen market with Chance perfume

Chanel is targeting the teen market for the first time with a fragrance called Chance, backed by a media campaign that includes MTV, teen films and the brand's first online marketing work for a perfume.

Chance is aimed at 15- to 24-year-olds, the youngest age Chanel has ever targeted. It launches this week in the UK and across Europe, supported by ads created in-house by Chanel Paris, with planning and buying by Mediaedge:cia.

TV advertising will run around shows such as Buffy the Vampire Slayer, Friends and Dream Team. Press work will run in titles including 19, B, Bliss and Elle Girl.

A cinema package developed with Carlton Screen, and running on 700 screens, includes films such as How to Lose A Guy In 10 Days.

Digital activity, due to start in July, will include magazine and womens' sites, chat rooms and search engines.

Topics

Marketing