Square Enix and Lucozade celebrate Shadow of the Tomb Raider video game launch with new Larazade drinks line

Brand & Deliver has secured a new deal between Lucozade Energy and Square Enix that sees the energy drink support the 2018 release of Shadow of the Tomb Raider.

Following the success of the 2013 Tomb Raider reboot and 2015’s Rise of the Tomb Raider, Shadow of The Tomb Raider has been billed as ‘Lara Croft’s defining moment,’ in which she will be forged into the Tomb Raider she is destined to be.

Under the new deal, Lucozade Energy is running a nationwide campaign to support the release, changing the name of its Orange and Original flavours to Larazade after the lead character of the hit franchise, Lara Croft.

The drinks firm will also introduce a limited-edition flavour, Larazade Croft Apple, which will be exclusive to Tesco and independent retailers.

Each bottle will feature an on-pack competition to win from the Prize Tomb every day, including Xbox One X games consoles, copies of Shadow of the Tomb Raider and over £40,000 in cash prizes.

Ros Carmoody, partnerships director at Brand & Deliver, said: “We’re thrilled to create such an exciting campaign with Lucozade Energy and Shadow of the Tomb Raider. The two brands work brilliantly together and everyone involved worked hard to get the most out of the relationship.

“Lara Croft is such an iconic character and we are excited for our campaign to help make Shadow of the Tomb Raider an even bigger release than it already is.”

Elizabeth Blackman, head of UK marketing at Square Enix, added: “Lara Croft and Lucozade Energy have a long history together, stretching back to 1999. We are excited for the next chapter in the relationship between the two brands and to see how fans react to the limited edition Larazade Croft Apple flavour.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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