Faced with the social stigma that is associated with chewing gum Beldent created an installation and experiment at the Museum of Contemporary Art in Buenos Aries. Visitors were asked a series of questions about pairs of twins - one chewing gum and one not. Questions ranged from which one has more friends to which one has a better sex live. 73% gave positive responses about the twin chewing gum. A TV documentary on the experiment had over 10M hits in a week on YouTube and #experimentobeldent became a tending topic. And it got people talking about the brand for the first time.
Rom is the number one chocolate bar of Romania and has Bucharest written all over it. The "Bucharest not Budapest" campaign was launched after a number of high profile gaffes where the two cities were mixed up. From welcome posters sites at the airports of both cities to a dedicated microsite and a variety of social media stunts, the Romanians responded with great enthusiasm as did the world's media. 215k Euros of free media was generated and 7M+ media impressions with an 826% growth in social brand engagement.