AUGUST 27, 2025
Does chewing gum make you more likeable? 🤗
Can chewing gum actually make you more likable? A European gum brand thought so—and decided to prove it with a clever social experiment. They invited people to an upscale art gallery to rate identical twins on likability. The only difference? One twin chewed gum; the other didn't. The results were clear: The gum-chewing twin was consistently seen as more approachable, friendlier, and simply more likable. Why did this campaign work so well? Because it was framed as psychology-backed, performed
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How It All Started
A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
