Copyright 2001 & 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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