Interesting social experiment by Saatchi & Saatchi for Beldent chewing gum. The experiment set out to show that chewing gum doesn’t give off a bad impression. They took 5 sets of twins, 1 chewed gum, the other didn’t, people were then asked a series of questions to gauge their impressions of the twins. 74% of all people that voted favoured the person chewing gum.