The Beldent Almost Identical art installation was created by chewing gum company Beldent to debunk the myth that chewing gum makes you appear distant and unapproachable. Beldent intelligently used identical twins in the installation.
The exhibition brought together several pairs of identical twins inside the Buenos Aires Museum of Contemporary Art. One was asked to chew a stick of gum while the other was told to maintain a neutral expression. 481 visitors were asked a series of questions about the twins, such as "which one do you think gets invited to more parties?" and "which one do you think has a better sex life?".
Amazingly, 73% had a more positive impression of the gum-chewers. The twins not chewing gum were selected in response to questions such as "which one is more likely to get invited to bridge games?" and "which one do you think is the bad cop?".
This installation-cum-advertisement was created by Del Campo Saatchi & Saatchi.
Identical Twin Marketing
The Beldent Almost Identical Installation Promotes Gum-Chewing
Trend Themes
1. Identical Twin Marketing - Marketing strategy that uses identical twins to promote and debunk common myths about a product.
2. Experiential Advertising - Creating an interactive and memorable experience for visitors to promote a product.
3. Social Psychology Marketing - Using social psychology to create a positive perception of a product by debunking myths and stereotypes.
Industry Implications
1. Chewing Gum - Opportunities to use unique marketing strategies to increase gum sales.
2. Museum and Exhibition - Utilizing interactive and creative installations to attract visitors to museums and exhibitions.
3. Marketing and Advertising - Incorporating social psychology and experimental advertising into brand promotion.