Lucozade Energy drops Lara Croft brand icon

Lucozade Energy is dropping its long-standing association with computer games icon Lara Croft to focus on the drink’s mental stimulus properties.

Billington Cartmell (BCL) is developing an autumn campaign for the GlaxoSmithKline (GSK) brand that features the strapline “Brain energy in a bottle”. The campaign will include point of sale material, promotional campaigns and a new website from September 1.

The strategy marks a shift from the emphasis on physical performance delivered in the Lara Croft campaigns. BCL will also create a 48-sheet outdoor campaign, while lead Lucozade Energy advertising agency Ogilvy & Mather is expected to produce television advertising for the new emphasis later this year.

The activity coincides with the launch of GSK’s first Lucozade Energy variant, called Citrus Clear, in nearly eight years (MW July 3). GSK has earmarked &£21m for investment in the brand this year.

A GSK spokeswoman says the company hasn’t ruled out using Lara Croft in future campaigns. The character, developed by games manufacturer Eidos Interactive for Tomb Raider, first fronted a Lucozade Energy advertising campaign in May 1999 (MW April 22, 1999) and was brought on board by former marketing director Peter Harding.

Harding was promoted to vice-president and general manager for GSK Consumer Healthcare Ireland in February (MW January 30).

The new Tomb Raider film opens at cinemas this week. It has not performed as expected in the US.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here