Lala “Aquí se Guarda”: how packaging connects with an everyday habit

Lala's "Aquí se guarda" (This is where it's kept) transforms a very Mexican custom into a packaging idea: reusing cream containers to store beans, picadillo, yogurt, or whatever is left over from a meal. The special edition includes a blank space to write what the container holds and humorously solves that common problem of opening the fridge expecting to find cream and discovering something else entirely.

 What's interesting is that the brand didn't just focus on decorating the packaging. They identified a real consumer behavior and made it part of the product experience. The packaging continues to fulfill its primary function, but it also communicates approachability, reusability, and an understanding of everyday life. In terms of brand strategy, it's a clear example of how a useful insight can be transformed into a simple execution: it stems from something observable, is relevant to the category, and is understood without much explanation.

 To arrive at such a solution, marketing and production must coordinate. Changing packaging on a large scale isn't just about modifying a design; it requires evaluating how it's manufactured and what value it can bring to the user. The question for other brands is what people do with their product after buying it and whether that behavior reveals an opportunity. Watch the Closing of the Week episode to hear the full conversation about Lala, consumer insights, and the creative potential of packaging.