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

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.

David Gianatasio

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.