Beldent is a brand that is characterized by holding Branded Entertainment events to connect with its core target: Teenagers who spend a lot of time on their phones and computers and not as much in front of the TV.

This year they decided to give their content a more profound focus, since one of the strongest barriers to this category's growth is the existence of a social stigma against gum chewing.

For the idea to work, it was necessary to do an experiment that would be as real as possible, an experience that consumers could live.

We created an interactive exhibition at MACBA (Museum of Contemporary Art of Buenos Aires).

To reach our target and invite them, we made out of home ads, flyers and posters in schools and universities.

We also invited them through the Beldent fanpage.

Once the experiment was finished, it was necessary to develop a media strategy so that the target could see the results. Given the strong concentration of our core target through digital media, the media team developed a perfect mix where TV played an essential role. TV is the medium with the strongest presence in Argentina and it allowed us to make a teaser of the campaign that directed people to watch the complete documentary on the web, where a dialogue with the target was generated.

481 people participated in the exhibition, of which 73% favored those twins who chewed gum.

The case became a topic of debate on social media and offline media. It reached a total of 10 million views in just one week.

But most importantly, we broke down the barrier to the growth of the gum category.