El sentido del cacao (The Sense of Cocoa) came to be from a simple reflection: chocolate is associated with experiences and emotions, and it is fundamental in many people’s lives. However, the reality is that almost 17% of the world population has a distorted sense of taste. Conveying the reality of people who do not have sense of taste, and identifying potential solutions for this collective, were the project’s main goals (aligned with BBVA’s corporate mission of “Creating Opportunities”). The PR strategy has helped spur media coverage of this neglected ailment and also built an empathy movement towards this collective.

Inspired by BBVA’s corporate mission of “Creating Opportunities” and as part of the bank’s strategic sponsorship alliance with the Roca brothers (the chefs at the helm of the restaurant El Celler de Can Roca, which has three Michelin stars), BBVA challenged us to develop an emblematic idea capable of shaping their brand mission while raising awareness about an ignored issue.

The aim was to develop emblematic content that would enable the financial institution to continue connecting with its stakeholders throughout the world, that was aligned with the “Creating Opportunities” concept and that made it possible to create something real, exciting and unique through the collaboration between El Celler de Can Roca and BBVA.

The project had to combine BBVA’s technology, innovation and way of thinking big, with the culinary excellence and creativity of the Roca brothers, specifically with the World’s Best Pastry Chef, Jordi Roca.

17% of the population, equivalent to 1.27 billion people, is affected by alterations in taste.

The absence of social awareness about these ailments causes a feeling of isolation, depression and a lack of understanding, resulting in major life changes. Very few people understand this until they experience it.

Additionally, Jordi Roca, the youngest of the three Roca brothers, has spent years living with dystonia, a neurological disorder that has severely affected his voice. This loss, caused by a rare disorder that very few people are aware of, helps him empathize with people who do not have a sense of taste.

As part of the “Creating Opportunities” initiative, BBVA and Jordi Roca take on the adventure of helping to create the first experience aimed at restoring, at least for a moment and using chocolate, the memory of savoring for a group of people with alterations in taste.

The project’s main insight is simple: We are all familiar with the terms that describe people who cannot see or hear, but how do we refer to people who are unable to taste?

Based on this idea, the fundamental goal has been to share the results of the collaboration between BBVA and Jordi Roca. As part of the “Creating Opportunities” concept, this groundbreaking initiative aims to raise awareness about taste disorders.

To reach the target audience of this financial institution that primarily operates in Europe, the United States and LATAM, a short documentary titled El sentido del cacao (The Sense of Cocoa) was created. It starred chef Jordi Roca, a BBVA brand ambassador who is well known throughout the world (particularly in the key markets) and is famous for his inspiring personality, spirit of personal achievement and extraordinary creativity.

The PR strategy was based mainly on:

- One-to-one management of qualitative opportunities with Spanish media and foreign correspondents during the development of research and experience (journalists accompanied Jordi Roca throughout the entire process). With more than 15 reporters from ‘key countries’ following-up the story, high-quality impacts were guaranteed in BBVA’s priority markets.

- Development of institutional strategy partnering with eight scientific organizations to provide visibility to the initiative.

- Organization of two premier events of the documentary with national and international media; as well as with BBVA’s internal publics and other audiences. In both, Jordi Roca participated as ambassador.

- Creation of a project website (hosting the documentary) and development of social network strategy.

- Design of a special line of chocolates created by Jordi Roca, inspired by the participants of 'El sentido del cacao', offered on sale after the premier event (benefits donated to participating institutions).

In Spain, it was covered in 30 of BBVA’s Tier 1 media outlets, including the nation’s five most-watched TV channels, the most popular radio station and the top ten general-interest and business-related newspapers.

On a global level, the story appeared in more than 30 countries, including proactive initiatives and reactive coverage. Some of the media outlets that have covered this story include The Times, The New York Times, O Globo, El Comercio, TV Sky and Al Jazeera.

This has resulted in close to €12 million of earned media and one billion impressions.

99% of positive feelings, making it the most viral news on social media that day.

More than 30 letters and calls to Celler de Can Roca from people who live with this ailment and want to express their appreciation. Thanks to this project, they felt acknowledge and supported for the first time in a long while: “You cannot imagine what this project has meant to me. Thanks to you, whenever I feel like crying because I am unable to taste, I will smile instead.”

The bonbons ran out in less than 48 hours.