How to make people chew more gum? Agency Del Campo Saatchi & Saatchi, Argentina found a creative solution for Beldent chewing gum. They put up a real social experiment, which aims at showing to the public that chewing gum makes you look nicer and cooler. The experiment uses identical twins to highlight this difference. The idea is made widespread because it attracts a lot of real audience participating, which then draws a lot of word-of-mouth. I am sure that if I am one of the participants on that day, I would be left a strong impression of how much a small act of chewing gum can change the way people look at me, and then certainly go and buy a Beldent. A very persuasive way to make people buy! Now, enjoy the clip!