Lucozade Energy rebrands in Tomb Raider promotion

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.


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