Other : Lucozade - Larazade
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'.
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.
Thanks to the Scottish newspaper, 'Daily Record', dated to August 3rd 2001, we know more about the event at "Croft Manor":
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. ~
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.