U.S. HISPANIC
Claudia Reyes of Grupo Lala: “We seek to break out of the refrigerator and be culturally relevant to the consumer”
20 de julio de 2025
Claudia Reyes
Grupo Lala is participating in CowParade for the fourth consecutive year with the artistic intervention “Art that Nourishes.” This year’s proposal is part of its experiential marketing strategy with consumers, which seeks to nourish not only the body but also the soul through art, creativity, and urban transformation. According to Claudia Reyes, Marketing Director of Milk and Master Brand, the initiative seeks to “return milk’s nutritional value, make it relevant and, above all, fun.”
During the exhibition, which will run from July 20 to August 29 along Paseo de la Reforma, passersby will be able to enjoy an open-air gallery composed of cow sculptures created by Mexican artists from various disciplines, from tattoo artists to architects. Each piece represents, in its own visual language, the concept of “nourishment” as an essential value of the brand.
For Reyes of Grupo Lala, nourishment goes far beyond feeding: “It also means caring for the soul, the mind, the time, and the spaces shared with family. With this initiative, we seek to hack culture: to get out of the refrigerator and be present in everything that is relevant to today’s consumer,” she explained.
In addition, the experience is complemented by a QR code integrated into each sculpture, which will allow visitors to access digital information about each work and artist. “Through the QR code, consumers will be able to fully understand the inspiration behind each illustrated cow and take an interactive tour that amplifies the physical experience,” she stated.
The artistic proposal reinforces key values such as creativity, community spirit, and innovation, pillars that have guided Lala throughout its 75 years. In Reyes’ words, the brand aims to restore milk to its place as a nutritious, relevant, and fun product, and this intervention is part of that transformation.
In addition to the in-person tour, the campaign will be digitally amplified at Lala’s touchpoints, generating engagement through social media and audiovisual content. Reyes emphasized that the main criterion for selecting the artists was their ability to graphically represent the concept of “nourishment,” thus allowing for an aesthetic diversity that enriches the audience’s experience.
“Each cow has a story and a style of its own. That’s what makes this exhibition so powerful: it connects with different audiences, awakens emotions, and nourishes through symbolism,” Reyes concluded.
