179 packages went out to 89 different recipients in all but one of the 50 states. (One of the recipients must live and work in different states, or have two homes.) All of the boxes left Berlin on the same day, so each person should have received both boxes on the same day, right? Nope!
On average, boxes with the branded tape took three days longer to get to the recipients. Ten packages total disappeared, but only one of them had the un-branded tape. Nine had “ATHEIST” tape.
If they were to run this experiment again, they could try shipping half of the boxes with tape marked “ATHEIST” and half with a totally neutral word, like the word “SHOES.”
Study [Atheist Berlin]