'Almost Identical' - Beldent, Argentina

Faced with the social stigma that is associated with chewing gum Beldent created an installation and experiment at the Museum of Contemporary Art in Buenos Aries. Visitors were asked a series of questions about pairs of twins - one chewing gum and one not. 73% gave positive responses about the twin chewing gum.

A TV documentary on the experiment had over 10M hits in a week on YouTube and #experimentobeldent became a tending topic, and people started talking about the brand for the first time.

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