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The strategic concept: Vive bien, vive saludable, built as a production system.

A family reads a nutrition tip, a workout plan and a recipe from the same company in the same week — and none of it feels like advertising. That is Vive bien, vive saludable working as intended: a corporate concept I developed with three content pillars underneath it, which is why it is still a section of Pronaca's website years later.

Concept: ¡Vive bien, vive saludable!
Structure: 3 content pillars
Still live: A top-level site section, 2026
Decision: Slogan or system

Brand strategyCorporate conceptContent pillarsPositioning

Abstract

Consumers described the company as close to them because it sells a necessary product — which is dependence, not affection. The concept written to close that gap survived its author because it was built as a production system: three pillars that tell a content team what to make on a Tuesday.

The tension

A line the company believes, or a structure it can execute.

Option A

Write the line

A statement of intent, approved in a committee, printed on a wall. Costs nothing and changes nothing on Monday.

Option B

Build the system

A concept with content pillars underneath it, which forces decisions about what the brand may and may not talk about.

The decision

Three pillars, and the concept becomes a table of contents.

Alimentación, actividad física, armonía. Each pillar is a permission and a limit. It is why the concept still names a section of the company's website years after I left — a slogan expires with the campaign; a production system gets inherited.

The problem it answered

A manufacturer people trusted and never loved.

The big-data study put what consumers said about the company next to what they wanted from an ideal one. The gap was the brief: trusted as a manufacturer, distant as a brand — and described as 'close to consumers because we are a necessary product', which is dependence, not affection.

The concept

¡Vive bien, vive saludable!

"We want to be your ally, so that together we choose an active, healthy lifestyle." The word doing the work is ally — a position a supplier never gets.

Why it holds

A production system behind the slogan

Three pillars underneath meant a content team could act on it without a meeting. That is the entire difference between a concept and a tagline.

Where it lives

Everywhere, all year

Magazine, site, culinary centre, social, internal communications. A concept confined to advertising expires with the flight dates.

The three pillars

Alimentación · Actividad física · Armonía.

Each pillar is a permission and a limit: it says what the brand may talk about, and just as usefully, what it may not.

Pillar 01

Alimentación

Nutrition — protein, balance, what a family actually eats. The ground the portfolio has an unarguable right to own.

Pillar 02

Actividad física

Movement and daily exercise. Turns a food manufacturer into a wellbeing company without selling a single different product.

Pillar 03

Armonía

Family, children, harmony at home. The pillar aimed directly at the emotional-closeness gap the equity tracker kept flagging.

The Vive bien, vive saludable section on the company's live consumer site in 2026, still a top-level destination in the navigation. — Still a top-level section of the live site — **/vive-bien-vive-saludable**, September 2026.

What it changed

The test of a concept is whether it survives you.

I did not stay to see this one out. It is still there — structuring a website, naming a section, organising a magazine's contents — run by people who were not in the room when it was written.

That is the only test of strategic work I trust. Anyone can be persuasive in the meeting where the concept is approved. Very few concepts are still doing their job three years after the person who made them has gone.

In your company

What this looks like when you bring it in.

What you get

A concept your content team can produce from

Three pillars that say what to make every week.

What builds up

A voice the company keeps

Content, events and service that share one idea.

What you stop paying for

Slogans that live on a wall

A concept that becomes output.