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

14 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.