Name change to ‘Larazade’ and on-pack competition part of new initiative with gaming brand.
Lucozade Energy is becoming ‘Larazade’ has part of a new initiative with the Tomb Raider video games franchise.
The temporary name change is part of Lucozade Energy’s partnership to mark the release of new game, Shadow of the Tomb Raider (published by Square Enix). The game is the 12th for the franchise, which has sold over 63 million copies worldwide, reported Promo Marketing.
Limited edition bottles will feature an on-pack competition to win from ‘The Prize Tomb’, with guaranteed prizes every day – these include Xbox One X consoles, Tomb Raider games, over £40,000 of cash prizes and in-game currency.
There will be over 80m promotional Larazade bottles available in Lucozade Energy Orange and Original flavours. In addition, a special edition flavour – Larazade Croft Apple – will be introduced at Tesco and independent retailers.
“Putting Lara Croft and a competition on our bottles presents a great sales opportunity for retailers by ensuring the brand is front of mind in the run-up to the game launch, while also giving all drinkers the opportunity to win some amazing prizes,” said Steven Hind, head of marketing for Lucozade Energy.
Lara Croft has featured in Lucozade’s advertising since 1998.
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