Lucozade Energy is becoming Larazade this month as the brand partners with the new game release, Shadow of the Tomb Raider, featuring Lara Croft.
Limited-edition packaging will roll out on Orange and Original flavours and the brand will also launch a limited-edition Apple flavour exclusive for independent retailers as Tesco.
The three Larazade varieties will promote an on-pack competition that will give shoppers the chance to win games consoles and games.
Steven Hind, Lucozade Energy head of marketing at Lucozade Ribena Suntory, said: “Putting Lara Croft and a competition on our bottles presents a great sales opportunity for retailers by ensuring the brand is front of mind in the run-up to the game’s launch, while also giving all drinkers the opportunity to win prizes.”
Read more: Lucozade Energy is teaming up with Warner Bros’ Tomb Raider