Lucozade becomes Larazade as partnership with Shadow of the Tomb Raider begins

Lucozade Energy is becoming Larazade this month as the brand partners with the new game release, Shadow of the Tomb Raider, featuring Lara Croft.

Limited-edition packaging will roll out on Orange and Original flavours and the brand will also launch a limited-edition Apple flavour exclusive for independent retailers as Tesco.

The three Larazade varieties will promote an on-pack competition that will give shoppers the chance to win games consoles and games.

Steven Hind, Lucozade Energy head of marketing at Lucozade Ribena Suntory, said: “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’s launch, while also giving all drinkers the opportunity to win prizes.”

Read more: Lucozade Energy is teaming up with Warner Bros’ Tomb Raider