"I don't think Chanel in bluejeans would be interesting," Palma said. "That's Tommy or Ralph, which they have already."
The television commercial, shot in Venice, Italy, is set to the tune "Taking a Chance on Love" and shows a young couple doing just that.
Chance will also have a major Internet program within the Chanel Web site, scented impressions in magazines and extensive sampling efforts, including rollerball mini-bottles in targeted areas like college campuses.
"We have tried to make Chance modern and young and do all the things that we needed to do for this generation, but still keep it grounded, rooted in what Chanel is all about." He added, "And you can have your cake and eat it in this situation. They are not mutually exclusive."
The marketing effort could turn off some of Chanel's core audience, warned Clive Chajet, a corporate identity and brand consultant. If Chance is for the young, then "all other Chanel fragrances are for older women only. And if you're not using their younger fragrance, then you're old."
But, in the end, Zandl said, "It's all about the juice. The advertising can bring them to the fragrance bar where they're going to test it, but then it's the juice itself is what makes the sale."
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