Other : Lucozade - Larazade

1999

​In 1999, energy drink company 'Lucozade’ became one of many sponsors of Tomb Raider, with many adverts produced for the UK - the first set showed Lara being chased by wild dogs whilst on an adventure. They had different outcomes - one advert saw Lara riding a gargoyle out of a temple, but in each one, Lara was able to progress calmly with the help of a sip of Lucozade. The adverts were created by the company 'Animal Logic'.
Press Document 01
​Dated: 20th April 1999

​​Read as a PDF Here 
Press Document 02
​Dated: 6th May 1999

​Read as a PDF Here 

2000

In 2000, Lucozade continued the £9.3m ad campaign, producing three more adverts, with Lara once again on the run from dogs and a chain-sawing madman, but there is always time for Lucozade for an energy boost. Even outtakes of the same advert were produced. In the book '20 Years of Tomb Raider', written by Meagan Marie, it is revealed that Peter Connelly helped to record some dialogue for the advert. There is a section where Lara blows a kiss to her fan and he recorded over 20 takes with Judith Gibbins, however none of them were suitable. He recorded himself blowing a kiss and it was his that was used in the advert.

Post 2000

​The sponsorship was such a huge deal that Lucozade bottle labels were then changed to read 'Larazade’. Websites such as larazade.com (dated 2001), goneabitlara.com (dated 2002) and loaditlikelara.com (dated 2003) were set up. The Load-it-like-Lara adverts showed women dressed up as Lara in everyday situations, attempting to do things the Lara Croft way.

A desktop Lara, a flash game and even Lara/Lucozade merchandise were produced. Lucozade also ran a competition in 2001 during its Larazade promotional campaign (that ran from May to July 2001), which gave lucky winners Tomb Raider related prizes- a beach towel and a Dreamcast with a copy of Tomb Raider: The Last Revelation. Another competition in 2001 offered the chance to win 5 Land Rovers and a weekend of high adventure with messages on bottles saying "challenge Lara" and "compete at Croft Manor" as the sponsorship also built on the hype of the Tomb Raider movie. There was even a mini game on the Larazade website called 'Challenge Lara' that also offered prizes of Land Rovers and a chance to visit Croft Manor.
Thanks to the Scottish newspaper, 'Daily Record', dated to August 3rd 2001, we know more about the event at "Croft Manor":
​To celebrate, Lucozade Energy is running a two-day Tomb Raider challenge, in which teams of five will compete for five special edition Land Rovers (based on the Land Rovers featured in the blockbuster movie).

A series of challenges will test mental agility, team spirit and physical prowess, guided by Lara's high security personnel.

For the weekend of August 17-19 only, a manor house in a secret location is being re-designed to allow our winners to step into Lara Croft's world.

Her touch and energy is evident throughout this exquisite country home. And, in true Tomb Raider style, it is filled with ancient artifacts, medieval armour and much more.

Not only will our lucky winner be competing for a limited edition Land Rovers for each member of the team, they will also be able to relax and enjoy all the facilities this 74-bedroomed manor has to offer.

There's a snooker room, tennis courts, gymnasium, games room and indoor swimming pool.
By 2002, the Larazade title was removed but with the new game at the time, 'Tomb Raider: The Angel of Darkness', the promotional slogan was now "gone a bit Lara". TV commercials showed women dressed as AOD Lara doing Lara-like stunts in their day-to-day lives. Competitions at the same time offered prizes such as tablet PCs, headphones and Smart Roadster vehicles. However, the sponsorship soon ended not long after the release of the game.

~ TIDBIT: Various prizes include: a lilo, a mini fridge cooler, a backpack and a beach towel. ~

2018

​On February 23rd 2018, Tomb Raider and Lucozade teamed up again in promotion of the third movie, ‘Tomb Raider’ (2018) in the US. There wasn't anything special about it, except for the slogan 'Energy Beats Everything'. A shorter version could also be seen.

In the UK, for the promotion of the game 'Shadow of the Tomb Raider', Lara's face could be seen on limited edition bottles. Buyers of the drink had to look for codes on the reverse of the label, and these codes could win you cash prizes, a console, a copy of the new game and also in-game resources.
Sources:
Campaign Live
https://www.campaignlive.co.uk/article/larazade-armed-bottle-lucozade-glaxosmithklines-pounds-35-million-larazade-promotion-enables-tomb-raider-fans-interact-heroine-online-lucozade/133757?src_site=marketingmagazine 
https://www.campaignlive.co.uk/article/lucozade-energy-continues-campaign/66325?src_site=brandrepublic
https://www.campaignlive.co.uk/article/lucozade-energy-lara-digital-promo/182886?src_site=brandrepublic

The Guardian
https://www.theguardian.com/film/2001/jun/15/artsfeatures.games

TR Movie
http://web.archive.org/web/20010806002740/http://trmovie.com/2001_april.html

The Free Library
https://www.thefreelibrary.com/WIN+AN+ALL-ACTION+WEEKEND+WITH+LARA+CROFT%3b+YOU+COULD+EVEN+END+UP+WITH...-a076948984