Does Chewing Gum Make You Seem More Fun?

Del Campo Saatchi & Saatchi and Beldent Conduct an Experiment to Find Out

Published on .

Beldent Gum (the Argentine version of Trident) wanted to show that chewing gum doesn't send a bad impression -- contrary to what your parents and career-advice columns have told you. In fact, it can make you look like someone who has a lot of friends, great sex and is an all-round good time.

So the brand conducted an experiment via an art installation using identical twins at the Museum of Contemporary Art, Buenos Aires. Visitors were shown several pairs of twins, one chewing gum and the other not, and asked a series of questions. They included: which one had more party invites? A better sex life? Was more likely to give you a raise, or a parking ticket? Of the 481 people who participated in the experiment, 73% favored those twins who chewed gum.

The campaign was dreamed up by Argentine agency Del Campo Saatchi & Saatchi, whose innovative projects for regional clients such as Andes Beer, BGH and Norte have already won multiple awards.

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