Beldent, a chewing gum brand, ran a social experiment in October 2013 at the Museum of Contemporary Art of Buenos Aires. The public faced sets of identical twins. There was always one chewing a Beldent gum and the other wasn’t chewing at all. People were asked to answer questions about social status like “Which one gets invited to more parties?” or “Which one has a better sex life?”. Of course, the results showed that people who chew give a more positive social image of themselves.
The interesting part here is that this campaign is not brand-centered. The Beldent brand has low visibility in the whole video. They are focusing more on utility. They try and convince you to make chewing gum part of your daily life with the hope that if you decide to do so you’ll buy Beldent. And that could work because if you’re someone who don’t chew and get convinced, the brand will remain in your mind as it is the reason behind your change in behaviour. So maybe, the target audience of this campaign is people who don’t chew.
A very creative idea of an experiment that yields a lot of interesting results! Check it out: