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LARAZADE TO ENERGISE
MOVIE
Copyright 2001 www.tombraiderchronicles.com &
Core Design
[ April 17th 2001 ]
Lucozade
Energy is to be temporarily renamed 'Larazade'
in a promotional tribute to Tomb Raider heroine,
Lara Croft. The name change will coincide with
the summer release of the Tomb Raider film starring
Angelina Jolie. The special 'Larazade' promotion
will run from May to July and will feature Lara
Croft throughout on-pack promotion, print, cinema
and television advertising media. In addition,
'Larazade' will feature a prestigious on-pack
promotion giving lucky consumers a chance to compete
in a unique Tomb Raider challenge. Teams will
compete in a two-day long Tomb Raider challenge
at a real life version of Lara's home, 'Croft
Manor'. The lucky winners will receive one of
the five special edition Land Rovers used in the
blockbuster Tomb Raider film.
The name
change will be the first alteration to the Lucozade
brand name for over seventy years. Jeremy Heath-Smith,
Managing Director of Core Design (Lara's creators)
says: "We are delighted to continue such an effective
relationship with Lucozade and are thrilled that
the brand is further strengthening it's support
for Lara with this great tribute." 2. Helen Gorman,
marketing manager for Lucozade, reiterates GlaxoSmithKline's
high esteem for Lara by saying: "Millions of gamers
all over the world have spent more time with Lara
Croft than they have with their best friends or
partners. "She is a heroine to millions of men
and women and her dynamic and energetic nature
fits well with the power of Lucozade Energy. We're
delighted that we can honour her by changing the
name of Lucozade to Larazade and by creating Croft
Manor in real life as a fantastic prize for our
brand's consumers."
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