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.