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.

BBVA’s corporate Purpose and Mission is “Creating Opportunities”, which means bringing the age of opportunity to everyone. Also, as part of the bank’s sponsorship strategy, the financial entity started in 2013 an alliance with the Roca brothers (the chefs at the helm of the restaurant El Celler de Can Roca, which has three Michelin stars), based on shared values.

In this context, BBVA requested the development of an emblematic idea capable of shaping their brand mission, but within the framework of its collaboration with El Celler and their common values (creativity, spirit of improvement and innovation).

This way, The aim was to develop emblematic content that would enable the financial institution to continue connecting with its stakeholders throughout the world. Aligned with the “Creating Opportunities” concept, the resulting project needed to incorporate also the two main corporate BBVA’s attributes: innovation spirit and ‘Think big’ mindset.

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.

As part of the “Creating Opportunities” initiative, BBVA and Jordi Roca (pastry chef at El Celler de Can Roca and one of the best ones worldwide) have promoted the development of the first experience designed so that a group of people with taste alternations recover the memory of taste by means of chocolate. The project is based on pioneering research, settling on key aspects of neuroscience and sensory management, and it has developed a first attempt at non-invasive sensory stimulation based on memories to recover a “lost” sense.

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 creation of a groundbreaking initiative that aims to raise awareness about taste disorders (an entire range of pathologies that affect millions of people around the world), always aligned with BBVA’s ‘Creating opportunities’ purpose and transmiting its disruptive spirit.

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. Starring BBVA ambassador chef Jordi Roca, the objective was to create a piece to narrate the whole research and development of the neutogastronomic project process; an entertainment format and an attractive content that allows

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 public and private scientific organizations to provide visibility to the initiative.

- Organization of two premier events to present the documentary to national and international media; as well as to BBVA’s internal publics and other audiences.

- 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.