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.