How do You Change an Audience’s Mind?

Changing someone’s mind is easier said than done.

Nevertheless, marketers spend a lot of time figuring out how to get people to think differently about a specific product, brand or industry.

Beldent, an Argentinian gum company, was facing this challenge. Beldent recognized that there was a stigma connected to people who chew gum. They can be taken less seriously and make a bad impression.

So, Beldent set about building a campaign that would reverse the chewing gum stigma.

Beldent launched its “Almost Identical” campaign at the Museum of Contemporary Art in Buenos Aires. The exhibit featured sets of identical twins with the same clothes and the same facial expressions.

The only difference was one was chewing gum, and the other wasn’t.

Museum attendees were then asked questions on their perceptions of the pair. “Which one seems like he has more friends?” “Which one seems like he has more imaginary friends?” “Which of these bosses would give you a raise?” “Which one would fire you if you asked for a raise?”

Chewing the Scenery

Believe it or not, 73% of people favored the person chewing gum.

With this experiment, Beldent not only broke the stigma but also caught the attention of millions of Argentinians with their creative and captivating campaign. People thought of gum negatively but when put to test, this perception was found to be incorrect.

It supported the campaign with a compelling video and a successful PR push.

Beldent managed to pull off changing someone’s mind – all in a clever and artistic way. To do it, Beldent did not need an academic research study, but rather a clever initiative that got people to take notice.