Beldent used identical twins in a social experiment and increased its chewing gum sales! Whaaaaat?

This could easily be one of the most thought over, researched, surveyed and well executed ad we have seen in the recent years.

The entire ad is actually a social experiment done in the form of an art installation. 2 identical twins are asked to sit next to each other. Everything about them look similar except for the fact that one of them is chewing gum. The audience is asked to put on headphones and interact with the installation. Their answers eventually prove that chewing gum makes a person look friendlier, cooler and basically happier. Though the final derivation is debatable, the brilliance of the idea behind the campaign cannot be neglected!

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