This is a pretty interesting social experiment / advertisement wrapped up as an art installation. In October 2013 at the Museum of Contemporary Art in Buenos Aires Argentina, Beldent set up multiple sets of identical twins and then asked participants answers questions asked about them. The art installation is set as a social experiment, and the questions are aimed squarely at what divides the two twins in terms of personality. The only difference between the two is that one of the twins is chewing gum.

Ad or not the results are pretty interesting. MOre than 70% of the participants favored the gum chewing twin. The video on YouTube has had about 110,000 views in the last week and a half. If it goes viral, this is going to be huge for Beldent. Why? Because it superficially proves, chewing gum makes you appear cool.