Something to chew over

-By Alana Rendina

I’d been having trouble thinking of a topic for a blog piece when I stumbled across an interesting ad late last night.

There is an age-old social stigma that says chewing gum gives a bad impression – that people who chew gum are perceived as being rude and disrespectful. The Beldent Gum Brand set out to disprove this myth by way of a real-life experiment.

The project, called Almost Identical, brought together five pairs of identical twins inside the Museum of Contemporary Art of Buenos Aires and asked guests to answer a few questions about the people standing in front of them. They asked the guests questions like:
“Which one has more friends?”
“Who has a better intimate life?”
“Who’s the good cop and who’s the bad cop?”

After the study, it was found that 73% of the respondents favoured the twins who were chewing gum. While it’s debatable about wherever there is any real scientific merit to this experiment, it is an interesting and unique way for a brand to tackle a perception problem. What do you think? Has it changed your opinion on chewing gum?


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