Lucozade Energy is temporarily changing its name to Larazade in celebration of Lara Croft, the iconic fictional character and the main protagonist of the video game franchise Tomb Raider. This activation comes as part of Lucozade Energy’s new partnership with the upcoming game release of Shadow of the Tomb Raider, the twelfth and much-anticipated entry in the franchise which has sold over 63 million copies worldwide. With 27m adult gamers across the UK, this is set to drive additional sales of Lucozade Energy.

The campaign was delivered by brand owner, Lucozade Ribena Suntory, in partnership with Tomb Raider publisher, Square Enix.

The limited edition bottles, designed by BrandMe, which hit shelves in July, will feature an on-pack competition that gives adult gamers and Tomb Raider fans the chance to win from The Prize Tomb which features guaranteed prizes every day. Prizes to be won will include Xbox One X consoles, Tomb Raider games, over £40,000 of cash prizes and in-game currency with every bottle.

For a limited time only, more than 80 million of these promotional Larazade bottles will be available in Lucozade Energy Orange and Original flavours. To further drive the buzz around the new bottles for shoppers, a special edition flavour, Larazade Croft Apple, will also be introduced at Tesco and independent retailers.

Steven Hind, Head of Marketing from Lucozade Energy at Lucozade Ribena Suntory, stated that: “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 launch, while also giving all drinkers the opportunity to win some amazing prizes. Building Lucozade Energy’s association with the Tomb Raider franchise provides retailers with the chance to capture a unique new audience and boost their soft drinks sales.” Lara Croft has featured in Lucozade’s advertising since its sponsorship in 1998. Following its recent successful partnership with the new Tomb Raider film back in March, this new promotional activity continues to build on Lucozade’s association with the Lara Croft character.

Recently, Square Enix, publisher of the Tomb Raider game series, appointed Brand & Deliver, entertainment marketing specialist agency, to secure UK brand partnerships for the upcoming game release.

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Lucozade Ribena Suntory (LRS) is giving away £5,000 cash to 12 retailers, for a total of £60,000, from now until the end of September as part of a new competition rewarding the independent channel.

The multi-brand activation is designed to encourage independent retailers to buy Lucozade Energy, Lucozade Sport and Ribena stock via wholesale depots this summer. The cash competition will be available across price-marked stock of LRS’ best-selling SKUs.

Retailers just have to visit www.lrsuntory.com/win and enter the details printed on promotional shrink-wrap of participating SKUs for a chance to win.

Lauren Maddocks, Shopper Marketing Manager at Lucozade Ribena Suntory, comments: “We’re really excited to launch this LRS-first competition and give something back to our loyal independent retail customers. On average, an independent store already generates in excess of £4,400 worth of sales through our portfolio of leading brands each year, but we wanted to reward retailers with an extra cash boost. With the hottest months of the year coming up retailers should stock up now to ensure their chillers are summer-ready, not to mention the chance to win a big cash prize!”

The competition began last week and runs until September 23^rd.

Lucozade Ribena Suntory (LRS) is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014, and is part of Suntory Beverage & Food Europe. Its brand portfolio includes Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Lucozade and TBK Group collected the trophies for Brand Owner of the Year, Agency of the Year and the coveted Grand Prix Award at The IPM Awards 2018 last night, the biggest networking event of the promotional marketing industry year.

This year’s winners, which were announced at the IPM’s black-tie Awards Gala on Thursday 14th June at the London Hilton Park Lane, showcased and celebrated the very best in creativity and effectiveness in the promotional marketing industry.

The evening commenced with opening addresses from Lord Black of Brentwood, President of the IPM, and John Sylvester, the IPM’s Chairman and Chairman of Sodexo Benefits & Reward Services UK, while the host for the event was comedy superstar, Russell Kane.

Lucozade was named as Brand Owner of the Year, after campaigns for sub-brands Lucozade Sport, Lucozade Energy and Lucozade Zero collected five Gold awards, three Silvers and the Grand Prix (for Lucozade Energy’s ‘Unstoppable Bottle’ campaign).

The Grand Prix is chosen from all of the Gold winners in the IPM Awards 2018 by a Final Judging Panel. The winner is selected by anonymous vote, and this year the vote went to the ‘Unstoppable Bottle’ campaign.

All of the Lucozade trophies were for campaigns created by agency TBK Group, which also took two more Silver trophies for the ‘£10 million Giveaway for Carphone Warehouse – this haul cemented the title of Agency of the Year 2018.

Other agencies taking away multiple trophies from the IPM Awards 2018 include Savvy Marketing (five Golds and three Bronzes), ZEAL Creative (five Golds, two Silvers and four Bronzes), Leith Links (three Golds and two Silvers) and Brass (two Golds and a Bronze).

The full list of winners is on the IPM website, and you can click here to download the Winners’ Book for the IPM Awards 2018.

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Lucozade Ribena Suntory’s TED – Technology, Entertainment and Design – team has delivered its first in-house TV creative; a Lucozade Zero and Love Island tie-up, which is part of a £6m multimedia campaign partnership with ITV2’s BAFTA award-winning Love Island show.

The Love Island partnership will also include VOD, OOH, Digital and Social to drive awareness and cultural relevance with Lucozade Zero’s target audience, as well as a competition to win tickets to the show’s final.

Pioneering a model of collaboration, TED led the strategy and creative, working closely with both the Lucozade Zero brand team and ITV to generate ideas and partnership assets, along with MediaCom to plan the media campaign.

The print and digital out of home elements of the campaign were shot by renowned fashion and sports photographer, Richard Allen, and the in-store campaign features bespoke smart-screens activated by warm weather. Consumers will also be reached through a branded Snapchat lens; Love Island app; influencer content; and a competition to win tickets to the Love Island live final.

The campaign kicks off with an upbeat, summery TV ad where the protagonist is looking for her perfect match. She optimistically engages with a couple of guys until she humorously realises they are not quite for her. Suddenly, the sound of a text gets her excited. It’s a new arrival, and it’s 100% her type. Finally, she’s met the one that ticks all her boxes: Lucozade Zero, a drink that tastes great and has zero sugar. The ad ends with the “Fancy It?” tagline.

Laz Ioannou, TED Creative Director, comments, “Our writers, designers and strategists sit alongside the marketing teams every single day, allowing us to get truly under the skin of their brand. We tapped into the Lucozade Zero brand team’s consumer insight and were then able to take them through every step of our creative process. Collaborating with ITV’s production house also opened the door to an agile and iterative process, which we believe has helped develop a great end result.”

Claire Heys, ITV Brand Partnerships and Content Director, adds: “I’m delighted to welcome Lucozade Zero as a partner of the summer’s hottest show. We’ve worked closely with the brand to launch Lucozade Zero on TV with a fantastic new Love Island themed advert which I’m sure will really appeal to viewers.”

The TED team includes designers, developers and strategists who sit within the Marketing department at Lucozade Ribena Suntory (LRS) responsible for supporting Lucozade Ribena Suntory’s brands with everything from pack shots and shopper marketing creative to billboard ads and TV spots.

Rick Oakley, TED Head, comments, “We recognise the invaluable expertise of our brand’s creative agencies, but we’ve built a hugely talented team able to deliver fine creative work and, where feasible, we’ll deliver projects of this size in-house. The savings the brands make here are ploughed back into media to ensure our great creative is seen even more widely and drives sales.”

Lucozade Zero was the biggest soft drink launch in 2016 and the brand is now worth £30m. The brand is part of Lucozade Ribena Suntory, one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014, and is part of Suntory Beverage & Food Europe. Soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal Cactus Water.

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Lucozade Energy is delivering its biggest ever sampling activity across the UK this year as part of its wide-reaching Energy Beats Everything campaign. The brand’s extensive sampling will see seven million ice-cold orange 150ml cans being circulated during this campaign will drive sales of Lucozade Energy by getting the drink into the hands of consumers.

The brand is also handing out vouchers as part of the sampling campaign, giving consumers 50p coupons to be redeemed against any Lucozade Energy or Lucozade Zero SKU.

Sampling for the UK’s number one energy drink will be activated nationwide, in high footfall cities and the surrounding areas throughout England, Scotland and Wales. The brand is spending a total of £28m on the Energy Beats Everything campaign, which will also include nationwide TV, outdoor and digital activity, alongside in-store marketing.

Bridget Hirst, Brand Manager at Lucozade Ribena Suntory, says: “In the past, our extensive sampling campaigns have proven to drive a 9% sales uplift on Lucozade Energy.”

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Lucozade Sport, the UK’s best-selling sports drink, has unveiled limited-edition packs featuring a new version of its ‘Move More, Win More’ on-pack competition, first run a year ago, offering consumers the chance to win one of 20,000 prizes, ranging from Fitbits to holidays for two.

The on-pack activity will be supported by a £5m Through-the-Line ‘Made to Move’ campaign to inspire consumers to be more active over the summer. Fronted by Lucozade Sport brand ambassadors, boxer Anthony Joshua and footballer Harry Kane (pictured), a combination of TV, proximity, digital and social activity will show the nation that no-one ever moved forwards standing still. The campaign will culminate at point of purchase with bespoke ‘Made to Move’ POS, developed to maximise the opportunity in-store and encourage purchase of the special packs.

To enter the competition, consumers have have an iPhone with Apple Health Kit installed, a smartphone with Google Fit installed; or a smartphone and a FitBit device. They then need to download the Lucozade ‘Made to Move‘ app and sign up for an account. They can then log eligible exercise activities (either walking, running, cycling or swimming), which translate into ‘Exercise Contributions’. Every day they complete an Exercise Contribution entitles them to be entered into that day’s prize draw. If consumers achieve three Exercise Contributions on separate days during a week, then they can enter the weekly draw.

Prizes for daily draws include Fitbit Charge 2 devices, Lucozade Sport drink bottles, vouchers for 500ml bottles of Lucozade Sport, pairs of Tough Mudder tickets, PureGym passes, and Goals sessions. There will be a maximum of 50 daily prizes awarded.

Every week, one entrant will win a bigger prize, which may be a Fitbit Ionic, a trip for two to the British Grand Prix, a trip to Paris to watch the finish of the Tour De France, holidays for two in San Francisco, New York, Florence or Dubai, or fitness weekends in the Peak District.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory (LRS), says, “With the biggest event in the football calendar just around the corner, our new limited-edition packs will allow retailers to capitalise on the increased interest in sports drinks this summer. We know Lucozade Sport sales spike by up to 12% during sporting tournaments, so this presents a huge opportunity for our customers. We’ve got 20,000 prizes up for grabs – that’s 100 per day – so we know shoppers are going to be incentivised to pick up even more Lucozade Sport this summer season.”

The on-pack competition will run on all major pack variants from April 23rd until October, with the latest phase of Lucozade Sport’s ‘Made to Move’ ATL campaign kicking off on June 4th. Consumers can enter via the app for the chance to win prizes including Fitbits and holidays for two.

Lucozade ran a similar promotion under the same name a year ago.

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Lucozade Sport Fitwater, the latest addition to the Lucozade sports drink family, has launched a new campaign featuring unified heavyweight boxing champion and Lucozade Sport brand ambassador, Anthony Joshua. The campaign will include Above The Line (ATL) advertising as well as Out Of Home (OOH), digital and in-store activity.

Since launching last August, Lucozade Sport Fitwater has become the second largest functional water brand in the UK market. This electrolyte water is made by purifying spring water then adding four key electrolytes specifically designed to help replenish what is lost in sweat.

The new ATL campaign is supported by a £3.5 million cross-channel spend. The ATL will incorporate a range of eye-catching outdoor creatives, designed to attract consumers to the still water segment and appeal to the growing demand for functional drinks to enjoy as part of an active lifestyle.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory, comments: “We’ve developed Lucozade Sport Fitwater’s latest ATL campaign to grab the attention of existing sports drink consumers, while also appealing to a new audience with a drink perfect for the exercise occasion but with no sugar or calories. We’re confident that this new ATL promotion and £3.5 million investment will support the brand’s offering in the water segment and drive awareness of the product.”

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Lucozade Zero has been rerunning its highly successful ‘Zero to Pay’ partnership with Missguided.co.uk, which first appeared in spring this year.

The latest version of the campaign kicked off at the start of August and will run through until September 30^th 2017. There will be a major in-store event at Missguided’s flagship store in Westfield, Stratford taking place on Friday September 15^th, with appearances by two Love Island stars who will surprise and delight shoppers with Zero To Pay prizes as well as playing an exclusive DJ set.

Shoppers will also be able to enjoy Zero To Pay treats from Shine Shack Make Up and Hair Braiding, plus a 30% discount on all items in-store all day. A smaller scale event will take place at the Missguided store in Bluewater on Saturday September 9^th.

Integrated agency The Big Kick is lead agency for the promotional campaign, while experience agency TRO is delivering the experiential element.

In key cities, a ‘Win a Zero to Pay Look’ activation will offer shoppers a £50 voucher every hour. My Hermes, who are Missguided’s official click and collect partner, has also been supporting the activity by handing out thousands of cans to consumers in their stores.

Supported with an extensive nationwide sampling campaign delivered by TRO, the activity will deliver 3 million Zero mini cans encouraging consumers to continue to trial Lucozade’s Zero sugar variant.

All sample cans are printed with a unique code which can be redeemed online for the opportunity to win an array of great Missguided prizes, as well as a guaranteed 30% off gift to be spend on the Missguided website. The overall campaign will feature a national outdoor campaign, social media activation and PR activity.

Andrew Ryan, Head of Brand at The Big Kick, says: “With a fantastic prize pool of over 178,000 guaranteed prizes plus a guaranteed reward for simply entering, Lucozade Zero and Missguided are able to reach and engage with a salient 18 to 24-year-old audience.”

The previous Lucozade Zero/Missguided campaign went live mid-March 2017 from and ran until May 31st, including an instore event at Missguided’s flagship store in Westfield, Stratford which took place on Thursday March 30th with resident Missguided DJ, Snoochie Shy, on the decks.

Shoppers were able to enjoy rewards from the likes of Mark Hill Blow Dry Bar, styling tips from The Confetti Crowd and Shine Shack Make Up who were instore providing free treatments to help get customers ready for the weekend.  There were also chances to win ‘Zero To Pay’ on shoppers’ most expensive basket item throughout the afternoon.

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Team GB gymnast Nile Wilson, Britain’s Got Talent finalists Twist and Pulse and ballet star Alessia Lugoboni have teamed up with Lucozade Ribena Suntory and Transport for London to promote an offer for commuters of free journeys on the London Underground, using ‘contactless’ Lucozade Energy bottles.

From May 30 to June 2 at Oxford Circus Station during ‘Whoosh Hour’, Lucozade brand ambassadors will be handing out thousands of limited edition Lucozade Energy bottles with contactless chips, like the ones found in TfL’s Oyster Card, embedded in the base. Lucky recipients will be able to use the bottles like Oyster Cards for one free Underground journey.

Lucozade Energy also enlisted Wilson, Twist and Pulse and Lugoboni to help promote the activation with three films featuring them using their talents to get through the station to their tube trains. The contactless bottle give-away and the videos are in support of the brand’s ‘Find Your Flow’ campaign message. The Lugoboni film has been posted to YouTube.

Whoosh Hour is a fully integrated campaign with support from integrated agency The Big Kick, shopper marketing agency Valenstein & Fatt (formerly Grey Shopper), event agency TRO, media agency MediaCom and PR agency Frank PR.

Lucozade Ribena Suntory is putting a considerable marketing budget behind the various offshoots of the umbrella Lucozade brand at the moment. A week ago, it launched a new campaign for Lucozade Sport featuring an on-pack promo offering consumers the chance to win more prizes the more active they are, including fitness trackers, gym memberships, tickets to events such as the FA Cup Final, England football matches, the Tour de France, an Adele concert and holidays to Australia, the US and the Middle East.

At the beginning of April, Lucozade Zero and fashion retailer Missguided announced a collaboration, ‘Zero To Pay’, which was brought to life through on-pack promotion and experiential marketing. The on-pack promotion offered consumers a range of discounts which could be unlocked through codes on mini cans of Lucozade Zero. Targeting city centres, train stations and shopping centres, a sampling campaign offered bespoke miniature cans featuring unique Missguided discount codes. The activity was bolstered at high footfall locations with a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art.

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Lucozade Ribena Suntory is running an on-pack promo for its Lucozade Sports brand which offers consumers the chance to win more prizes the more active they are, including fitness trackers, gym memberships, tickets to events such as the FA Cup Final, England football matches, the Tour de France, an Adele concert and holidays to Australia, the US and the Middle East.

For every 5,000 steps – or the cycling or swimming equivalent – consumers register using the brand’s Made to Move app, they get one entry into a daily draw with thousands of prizes on offer, including FitBit fitness trackers and annual gym memberships.

The promotion is live now and runs until July 23 2017.

If they qualify for three daily entries in a week, then they get entered into the weekly prize draw, with high value prizes including tickets to the FA Cup Final, tickets to the British Grand Prix, tickets for an Adele concert, a trip to the Tour de France and holidays to Australia, Dubai, Abu Dhabi and San Francisco.

The Made to Move app for the promotion was developed for Lucozade Sport by agency The Big Kick. The app, which is available on the iTunes store and Google Play store, has to be downloaded to an iPhone or an android device which also has Apple Health Kit or Google Fit installed, or which is synced with a FitBit tracker.

One the app is loaded and synced, every 5,000 steps, 17.25 miles cycled or 0.75 miles swum will count as one ‘Exercise Contribution’. Participants can enter up to 10 times a day via the contribution route. They can also get an extra bonus entry by inputting unique codes from Lucozade Sport bottles (only one per day).

If they make three Exercise Contributions in a calendar week, then they get an entry into the weekly draw (maximum of one a week).

The first 20,000 people to download the Lucozade Sport app will also get a one day pass to Pure Gym.

There are 200 prizes to be won every day, including pairs of entries into Tough Mudder events, pairs of tickets for the Virgin Sport Festival of Fitness event, vouchers for pitch time at Goals football centres, vouchers for of membership at Pure Gym and DW Fitness (varying from one month up to a lifetime membership), free Lucozade Sport drink bottles and free Lucozade Sport.

Northern Irish winners can claim alternative prizes for any daily prizes which are not available in Ulster.

The weekly prizes include FA Cup Final tickets for two, Silverstone Grand Prix tickets for two, six tickets to the Adele concert at Wembley on June 29 (seated in the Lucozade Ribena Suntory corporate box), two tickets to the England-Slovakia game in September 2017, two tickets to the England-Slovenia game in October 2017 and a trip to Pairs for two for the Tour de France weekend on July 22-24. All experience prizes include accommodation and a certain amount of spending money.

There are also four holiday prizes for two people to be won – a week in Australia, five nights in San Francisco, three nights in Abu Dhabi and three nights in Dubai, all including various experiences. Prize sourcing and management is being handled by Cloud Nine.

The promotion will run across 50 million bottles in store, with bonus entry code on every bottle.

The promotion is part of Lucozade Sport’s ongoing Made To Move campaign, where Lucozade Sport has pledged to get 1 million people moving more by 2020.

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