Lucozade Energy has announced its transformation into Larazade to mark a new partnership with the upcoming game release of Shadow of the Tomb Raider, starring Lara Croft.
The Lucozade Energy Orange and Original flavours will be transformed into Larazade for a limited time, with more than 80 million promotional bottles available from July.
To further drive the buzz around the new Larazade bottles with shoppers, the energy brand is also launching a limited edition new flavour, Larazade Croft Apple.
The special edition has been developed to offer shoppers something new in an increasingly popular flavour, with apple drinks already bought by 46% of UK shoppers. Croft Apple will be available exclusively from Tesco and independent retailers.
The three Larazade flavours will also feature an on-pack competition, giving adults the chance to win from The Prize Tomb with guaranteed prizes up for grabs every day, including XBox One X’s, Tomb Raider games, over £40,000 of cash prizes and guaranteed in game currency with every bottle.
The collaboration will be supported by a shopper marketing campaign in September, as well as sampling at gaming events.
Steven Hind, head of marketing for 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.”