Larazade

In 2001 Lucozade wasn't doing very well and decided to use Lara Croft, from the video game Tomb Raider to promote it. There were adverts made starring Lara Croft drinking Lucozade, these were aired in May of 2001. This made Lucozade's sales boomed as Lara Croft was a household name. The adverts mostly included her in a game and drinking Lucozade in it. However one advert included a teenager playing Tomb Raider and pausing the game to get a drink. Once the game was paused and the boy left, the characters got up and started drinking Lucozade. When the boy came back (with Lucozade) they got back in position and he resumed the game. This is a clever ad as people who have played the game can relate and people who haven't can as well.

The adverts were so popular that in 2003, for a short time Lucozade re-branded itself Larazade for the release of the Tomb Raider movie. As well as this they included a competition to win a trip to the real life Croft Manor.