Dr John Hoskins, a consultant toxicologist, says that while the initial spill was quite dangerous, there should not be any long-term impact on human health as long as the waste is cleaned up.

BBC: How toxic is Hungary's red sludge?

While effective marketing isn't rocket science, it's quite a balancing act to hit the sweet spot that delivers today's results while building the brand for the long term.

FORBES: CMO Calculus

But this cloak-and-dagger approach suggests that, while twin studies have come a long way, they have not shaken off their controversial past quite yet.

ECONOMIST: Twin research