BBVA

The Sense of Cocoa.

Challenge

BBVA came to us with a challenge: to develop an emblematic idea that could embody their brand purpose, Creando Oportunidades (Creating Opportunities), within the framework of their historical collaboration with the restaurant Celler de Can Roca. With this backdrop of creativity, technology and a future-driven spirit, they encouraged us to discover the connection between them and social issues with a global impact. Our basic premise was simple, yet revealing: who might be deprived from enjoying food as a symbol of memory, pleasure and connection?

El sentido del cacao is an innovative Project inspired in BBVA’s brand purpose, ‘’Creando Oportunidades’’, in collaboration with Jordi Roca, chef of the Michelin 3-star restaurant El Celler de Can Roca. This scientific-culinary journey was developed by experts at BBVA, CSIC, Fundación Cerebro and the Red Olfativa Española (Spanish Olfactory Network), among others, in an attempt to give flavor back to a group of people who have lost their ability to savor.After conducting a prior research, we discovered that one out of five people in the world suffer from flavor alterations (dysgeusia). The most common consequences of this disorder include frustration, social isolation or depression, yet most of society is unaware of its existence. What if BBVA could give this group of people back the sense of taste they have lost? This was the starting point for a year-long research, resulting in the design of a customizable set and a cocoa-flavored dessert that could adapt to each participant’s disorder.This groundbreaking project that included neurosciences, gastrophysics and sensory management, was also recorded for a documentary and resulted in a limited edition of chocolates, to draw the world’s attention to a condition that affects 17% of the global population.

Impact.

Repercussion in 32 countries with 12 million Euros in earned media and almost a billion prints. Social conversation with 98% positive sentiment and dozens of thank-you letters received by BBVA and Celler de Can Roca.

"'The Sense of Chocolate' helped us embody BBVA's corporate value proposition in a touching and impactful way, linking it to creating opportunities in a new era. Through this project, and thanks to our alliance with our strategic partner (El Celler de Can Roca), we shared our company's social promise and corporate values with a global audience."

Oscar Moya
Global Director of Marketing for BBVA

Challenges.

Industries

Related cases

Coca-Cola
IDEAS
30 Sep 2022

The Broken Rung: The Challenge Of Visibility For Female T...

The facts are well known. We haven’t bridged the gap. Recent news has revealed that Spanish girls have a much lower failure rate in school than their male counterparts....
9 Aug 2022

Gone with the Pandemic: The ABC of restoring business hea...

The pandemic not only claimed the lives of loved ones, healthcare workers and thousands of people unable to get a vaccine or adequate medical care, it also wiped out...
26 Jul 2022

The Metaverse Promise

Since Mark Zuckerberg’s announcement in October 2021 that Facebook was changing its name to Meta, news related to the word (of the year?) metaverse has continued to break. However, the...
28 Jun 2022

Companies and LGBTIQ+ Diversity in Online Conversation

Do companies only express their position on LGBTIQ+ diversity around the dates of Pride? Is this onlydone by companies or do their leaders also get involved? What do they...

We want to collaborate with you

Do you have a challenge?

Would you like to join our team?

Do you want us to speak at your next event?