Does Chewing Gum Make You Look Like a Fool? Brand Tests Identical Twins to Find Out

Seems quite the opposite

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Here's an unusual two-for-one deal from Del Campo Saatchi & Saatchi for Beldent gum. The Mondelez brand, known as Trident in the U.S., staged "Almost Identical," a social experiment/marketing installation at the Museum of Contemporary Art in Buenos Aires, ostensibly to disprove the myth that gum chewing gives a bad impression.

Patrons were asked questions about five sets of identical twins. Each pair of twins was identically attired and quaffed—but one twin was chewing gum, while the other wasn't.

AW+

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