Lucozade Energy is to rename itself 'Larazade' for three months, in
a tie-up with the film Tomb Raider, featuring computer game heroine Lara
The Larazade name will appear on packs from May to July, and coincides
with the release of the film, starring Angelina Jolie, this summer. Lara
Croft has featured in Lucozade's advertising since April 1999's campaign
created by Ogilvy & Mather.
Lucozade is running a pounds 1.1m on-pack promotion to push the
temporary name, offering consumers the chance to win trips to a
real-life version of Lara's home, Croft Manor.
Customers who find one of 20 icons hidden under their Larazade cap will
take part in a two-day Tomb Raider Challenge, in which teams will
compete for special edition Land Rovers. The vehicles are based on those
featured in the forthcoming film.
An outdoor campaign will also promote the event and name-change.