ALWAYS BETTER
Challenger Mode On
In the dynamic realm of eCommerce, change is the only constant. As the competitive landscape evolves, Lazada must pivot once more to stand out. Embracing the need for swift strategy shifts, the new "Always Better" positioning was born.
It’s not easy for a brand to acknowledge being in second place, but through consistent debate and persuasion, we’ve turned this into an advantage, championing Lazada’s challenger status. This has allowed us to orchestrate a Burger King vs. McDonald's-style showdown in the SEA eCommerce arena, leading to an elevated brand refresh.
Focusing on our target group in SEA, instead of launching a forgettable brand refresh film to announce Lazada is Always Better, we chose to employ quirky humour and direct comparisons to highlight our Always Better price messaging.
The bet on a bold challenger position paid off.
A year after the shift, with consistent, no-compromise communication, Lazada turns profitable for the first time in 2025. More importantly, Lazada was crowned #1 Most Beloved Brand in Thailand by Campaign Asia, overtaking our closest rival, while scoring landed #13 across Southeast Asia.
Cinema Stunt
To drive real talk-of-the-town buzz, we didn’t just blast our films everywhere. We zeroed in on a classic, powerful touchpoint — cinema ads — and flipped the script. What could have been just another pre-roll became a bold, memorable brand moment that cut through the noise and sparked genuine buzz.
ALWAYS BETTER
OVERHAUL
The new positioning demanded more than just a facelift — it needed an image that matched its ambition. We launched a full-scale, 360° brand refresh, reimagining how Lazada looks, sounds, and feels across every touchpoint.
In an e-commerce world that waits for no one, we moved fast — rolling out the entire transformation in just three weeks across 6 markets. From high-impact films to city-dominating billboards, from delivery boxes to rider uniforms, from breathing life into the mascot Lazzie to internal comms, we overhauled it all. Swift, strategic, and unmistakably Lazada.
