Lucozade Energy has turned into Larazade to mark a new partnership with the upcoming release of the Shadow of the Tomb Raider computer game, which features Lara Croft.
The name change aims to drive additional sales of Lucozade Energy by targeting the UK’s 27 million adult gamers.
Lucozade Energy Orange and Original flavours have been transformed into Larazade for a limited time only, with more than 80 million promotional bottles available now.
The energy brand has also launched a limited-edition new flavour, Larazade Croft Apple. The special edition was developed to offer consumers something new in an increasingly popular flavour, with apple drinks already bought by 46% of UK shoppers. Aside from Tesco, Croft Apple is available exclusively to independent retailers.
The three Larazade flavours also feature an on-pack competition, giving adults the chance to win prizes every day. These include XBox One X’s, Tomb Raider games, over £40,000 of cash prizes and guaranteed in-game currency with every bottle.
Following a positive response from retailers and consumers to Lucozade Energy’s Tomb Raider film partnership in March, the activity continues to build on the association between the Lara Croft character and the brand. The current collaboration will be supported by a shopper marketing campaign in September, as well as sampling at gaming events.
Steven Hind, Head of Marketing from Lucozade Energy at Lucozade Ribena Suntory, commented: “We wouldn’t change our name for just anyone – but following the huge success with the Tomb Raider film partnership earlier this year and the anticipation for Shadow of the Tomb Raider, we knew it was time for Lucozade to become Larazade!
“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. Building Lucozade Energy’s association with the Tomb Raider franchise provides retailers with the chance to capture a unique new audience and boost their soft drinks sales.”
Shadow of the Tomb Raider launches in September.