20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 14

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ALMOST IDENTICAL
BRAND & CREATIVE:
Beldent
Trident gum (known in South America as Beldent)
created an interesting experiment at Museum of
Contemporary Art in Buenos Aires, Argentina.
Since chewing gum is a simple, no-frills product,
Beldent wanted to highlight its social benefits. They
paired sets of identical twins -- one expressionless
and one chewing gum -- and asked questions like
“Who is more social?” and “Who is more likely to
get a raise?” The campaign was a success due to the
STEAL THIS
Ask people their opinion. People love sharing their
point of view.
Get people involved with your product, and to it in
unexpected ways.
unique context in which it was presented and the fact
that it engaged onlookers without being an overt ad-
vertisement for the specific brand. The video resulted
in ~7 MM YouTube views – and by the way, 73% of
people preferred gum chewers.