Beldent Myth Busters: Is Chewing Gum Bad for Your Image?Written by Jovana Radovanovic / Featured in: Agency, Creative / 27.11.2013.
“There’s a social stigma attached to chewing gum“ is the first line of the latest experiment called “Almost identical” conducted by Beldent and Del Campo Saatchi & Saatchi.
On October 1, at the Museum of Contemporary Art in Buenos Aires, the brand carried out a real-life experiment aiming to crack down civil prejudices about the inappropriateness of chewing gum in certain circumstances. Are you one of those who think that chewing gum at a job interview, entrance exams or while taking bank loans gives the impression of sloppy and irresponsible person?
However, the myth busters team from Beldent organized a kind of scientific examination in which they took several pairs of identical twins with one small, but nevertheless important difference; one of them was chewing a gum while the other was completely expressionless. Then, the museum visitors were invited to answer some of these questions: Which one of these cops looks like the bad one? Which one of these guys has more friends? Which boss looks like he’d give you a raise?
Apparently, the thriller-like-ad showed that gum-chewing twin received a more positive answer 73% of the time. Do you find this information sufficient enough to change your minds?