Tests Show People Who Chew Gum Look Friendlier According To Beldent


We hate it. Wars have been fought and lives have been lost fighting it. Yet, it is also the most powerful tool marketing and advertising professionals use to create great campaigns. The concept is simple. People respond to what is familiar to them. They relate to what they know. They connect with others with whom they have something in common.

Some stereotypes are worse than others and some are funnier than others.

Luckily for Beldent, they have one related to their product that’s not so sensitive.

Must Be A Badass

When you see someone walking around chewing a gum, he must be a bad guy. Wear a mini skirt, heels and strut in Downtown LA, you must be a you-know-what. A heavily-tattooed biker will either have a cig or a gum in his mouth.

Such is the unfortunate fate of gums and the people chewing them.

Beldent decided to challenge this belief.

Almost Identical

They wanted to prove that gums and people chewing them need not be so bad. They asked identical twins to sit down side by side dressed up and made up the same way. The only difference is that one of them is chewing a gum. They then asked random people a set of questions relating to which of the two seems to be more fun, kind and attractive between the two.

Questions ranged from “who gets invited to more parties” to “who has a better sex life.” Participants are to answer based on nothing but their impression of the people in front of them.

Almost always, the one chewing a gum gets chosen as the more fun, more kind and more attractive of the two.


Beldent has pretty much proven that gums and the people chewing them does not really seem bad. In fact, it may be the exact opposite. Compared to someone who looks plain painfully boring, someone who is chewing a gum gets the brownie points.

However, most people will most likely miss the context of what Beldent did. They will fail to recognize that someone who is chewing a gum was put beside someone who looks, as we’ve mentioned, painfully boring. It is also why this campaign is nothing short of a genius.

They put their “product” beside a bad alternative without calling attention to how they projected the alternative.

The other valuable takeaway is the use of stereotypes. As painful as it may sound, people are full of it and they respond to it. For as long as they do, marketers will take advantage of it. For better or for worse.


Advertising Agency: Del Campo Saatchi & Saatchi, Argentina
Executive Creative Directors: Maxi Itzkoff, Mariano Serkin
Creative Directors: Juan Pablo Lufrano, Ariel Serkin, Ammiel Fazzari, Matias Eusebi
Agency Producers: Adrian Aspani, Consuelo Gimenez Uriburu
Account team: Ana Bogni, Oriana San Martin
Planner: Regina Campanini
Production Company: Agosto Buenos Aires
Directors: Diego & Vladi
2nd Unit: Pato Martinez
Installation artist: Guillermo Marconi
Executive Producers: Luli Krämer, Chula D’Amico
Postproduction Company: La Posta
Sound Designer: Tres Sonido
Music: Circle of sound

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.

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