Brief
Lala launches ‘Mexiconteiners’ to formalise popular repurposing of cream tubs in Mexico
The Mexican dairy brand partnered with Zurda México and Conciergency to create a cream container that lets users label its second‑life contents.
By Felo News Desk · Published
Lala, a leading dairy brand in Mexico, introduced a redesigned cream tub called “Mexiconteiners” that includes a dedicated space for users to write what they store inside after the original product is finished. The move follows a long‑standing practice where consumers reuse the containers for leftovers such as beans, salsa, or rice, a habit that has become a meme‑driven cultural joke.
What happened
The redesign was developed by creative agencies Zurda México and Conciergency. The new tub retains the original shape but adds a blank panel where users can label the contents, turning the container into a reusable storage item. The launch was announced on 12 October 2026.
What the reports add
Creative Bloq notes that the idea emerged from observing the everyday “fridge Russian roulette” where people open a Lala tub expecting cream but find leftover food. The agencies said the concept required no focus groups, relying instead on lived experience in Mexico. The article also quotes Diego Gueler Montero, chief creative officer at Zurda México, describing the insight as a “lightbulb moment.” Valentina Zuchiatti, chief creative officer at Conciergency, adds that the challenge was to integrate the new function seamlessly with the brand’s visual language, using illustrations rooted in Mexican culture.
What was said
“It was 100% a lightbulb moment born out of lived experience,” Diego Gueler Montero told Creative Bloq. “Every single Mexican has played that fridge Russian roulette… It’s a generational inside joke the brand had never officially acknowledged.”
Valentina Zuchiatti said, “The challenge was to make that new function feel completely integrated into the brand… we incorporated illustrations and graphic codes rooted in Mexican culture while keeping the pack unm….”
How it came about
The project stems from Lala’s recognition that its packaging was already being repurposed for years. By formalising the second life of the container, the brand aims to celebrate its cultural embedment rather than push new product sales. The agencies view the redesign as a conversation starter that reinforces Lala’s everyday staple status.
Key facts
- Lala introduced a cream tub with a write‑in space for repurposed storage, called ‘Mexiconteiners’ (creativebloq.com)
- The redesign was created by Zurda México and Conciergency (creativebloq.com)
- Diego Gueler Montero, chief creative officer at Zurda México, called the insight a ‘lightbulb moment’ (creativebloq.com)
- Valentina Zuchiatti, chief creative officer at Conciergency, said the challenge was integrating the new function with Mexican cultural graphics (creativebloq.com)
Sources
- [1] creativebloq.com — originally reported as “This ingenious packaging design went viral simply by recognising how people were already using it”
