Lucozade Energy has announced its transformation into Larazade to mark a new partnership with the upcoming game release of Shadow of the Tomb Raider, which features the iconic Lara Croft. With 27M[1] adult gamers across the UK, this is set to drive additional sales of Lucozade Energy.

The classic Lucozade Energy Orange and Original flavours will be transformed into Larazade for a limited time only, 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%[2] 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.

Following a positive response from retailers and consumers to Lucozade Energy’s Tomb Raider film partnership in March, this activity will continue to build on the association between the iconic Lara Croft character and the brand. This 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 comments, “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.”

The Larazade bottles and on-pack competition will hit shelves in July ahead of the September launch of Shadow of the Tomb Raider, the newest instalment from the best-selling franchise.

About Lucozade Ribena Suntory

Lucozade Ribena Suntory (LRS) is one the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014, and is part of Suntory Beverage & Food Europe. Our much-loved soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water. Our business is driven by our “Yatte Minahare” spirit and our role is to have a positive impact on the lives of our consumers by providing them with a responsible choice of great-tasting drinks, enabling them to lead active lifestyles.

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The TOMB RAIDER® franchise has sold over 66 million copies worldwide. The franchise’s popularity has exploded into a series of blockbuster films based on the original Tomb Raider game and 2013 reboot. Its protagonist Lara Croft® has been a contemporary global icon for over two decades. The most recent release in the world famous franchise, Rise of the Tomb Raider®, has received over 100 “Best of” nominations and awards, and is one of the highest rated games. All of this continues to make TOMB RAIDER a destination brand for action-adventure.

About Square Enix Ltd.

Square Enix Ltd. develops, publishes, distributes and licenses SQUARE ENIX®, EIDOS® and TAITO® branded entertainment content in Europe and other PAL territories as part of the Square Enix group of companies. Square Enix Ltd. also has a global network of leading development studios such as Crystal Dynamics® and Eidos Montréal. The Square Enix group of companies boasts a valuable portfolio of intellectual property including: FINAL FANTASY®, which has sold over 141 million units worldwide; DRAGON QUEST®, which has sold over 76 million units worldwide; TOMB RAIDER®, which has sold over 66 million units worldwide; and the legendary SPACE INVADERS®. Square Enix Ltd. is a London-based, wholly-owned subsidiary of Square Enix Holdings Co., Ltd.

More information on Square Enix Ltd. can be found at

[1] GB TGI Q2 2018 (Jan 2017 – Dec 2017)

[2] Kantar Worldpanel, Take Home panel, 52 w/e 20 May 18


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