Lara Croft Lucozade Research
The character Lara Croft began sponsorship for Lucozade in 1998. The drink was first manufactured in 1927 by a chemist in Newcastle, who experimented for several years or so to provide an energy source for those who fell sick or those who are recovering from an illness. The drink became available throughout the United Kingdom in hospitals for use of patients with the name of ‘Glucozade’. This was changed to ‘Lucozade’ in 1929.
Lucozade featured many TV adverts with Lara Croft in action. If Lara was stuck in a dangerous place or needed help for example being chased by hungry dogs, her bottle of Lucozade would provide her a solution to get out the problem. Lucozade gave her that power or energy to fight those hungry dogs that were in her way to solving a mystery or problem. Without Lucozade she wouldn’t of been able to fight back!
In Lara’s first advert she was drinking the original flavour of Lucozade but further adverts of Lucozade featuring Lara Croft released more flavour to the varieties of Lucozade, for example Berry and Apple.
In 2001 when Lara Croft: Tomb Raider staring Angelina Jolie was released, Lucozade changed their name from Lucozade to ‘Larazade’. The ‘Larazade’ promotion ran for 3 months (May through to July) and featured Lara on pack promotions, printed adverts and televised advertising. ‘Larazade’ was the first change to the Lucozade brand for over 70 years.
Lucozade chose Lara Croft as their first fictional character. They chose her to represent them as she is a powerful, strong, independent woman who conquers anything that lands in her way to succeed. Lucozade have a brand message and they believed that Lara Croft portrayed that message.
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