Energy drink Lucozade has rekindled an alliance with the Tomb Raider franchise stretching back to the titular videogame heroine's origins in the 1990s, with the launch of a new campaign timed to coincide with the character's latest film.
‘Energy Beats Everything’, created by Grey London, splices footage from the Warner Bros flick together with marketing shots of the fizzy drink, communicating the idea that with sufficient energy you can leap any hurdle.
Taking the form of a tongue in cheek movie trailer, the campaign marks the belated return of Lucozade to the franchise since it first teamed up with the adventurer in a 1999 commercial.
Steven Hind, head of marketing at Lucozade Energy commented: “Lara Croft and the new Tomb Raider film are fantastic partners for Lucozade Energy because they are the perfect expression of the 'Energy Beats Everything' attitude. Our previous association with Tomb Raider adds extra power and resonance to our action-packed new campaign, which sees two heritage brands unite, in a thoroughly contemporary and dynamic way, to prove they’re still as popular as ever.”
Caroline Pay, Co-CCO at Grey London added: “The Tomb Raider partnership is a brilliant way for Lucozade to reach out and entertain a new audience. Coming off the back of Wonder Woman last year, the public appetite for strong, bold and genre-busting women characters shows no sign of slowing down.”
The campaign marks the first time Lucozade Energy has appeared on TV screens for over two years and is accompanied by out-of-home, in-store, digital and social campaigns.
Past franchise tie-ups have seen the likes of Xbox unleash a 'survival billboard' for hardy volunteers.