Lucozade Energy, the nation’s number one energy brand (IRI MarketPlace, 24.12.17) has announced a joint campaign with the new Tomb Raider film, opening in cinemas March 15.
The campaign kicks off with an action-filled TVC, hitting screens on 26 February, supported by an unmissable nationwide outdoor and in-store campaign. The film’s heroine Lara Croft comes to life in the advert as she completes her adventure quest, because “Lara Croft’s Energy Beats Everything”.
It is expected that the campaign will reach 84% of adults through the new TVC and additional supporting activity across out of home, YouTube and social channels.
Claire Keaveny, senior brand manager at Lucozade Ribena Suntory, said: “This new ATL campaign will boldly show our drinkers that ‘Energy Beats Everything’.
“By targeting the broad fanbase of Tomb Raider, we can create a striking campaign that will both excite our existing drinkers and bring new shoppers into the category. With Lucozade Energy already driving almost £2,600 (EXT IRI Symbols & Independents, GB, latest 52 week data ending 19.11.17) worth of sales per store each year, retailers should absolutely stock up now to ensure their chillers are ready for the extra sales opportunities this campaign will present. We’ve got big plans for Lucozade Energy this year – and can’t wait to kick off our Tomb Raider partnership!”
Lucozade Energy and Tomb Raider’s collaboration will be live from 26 February across all channels.