Larazade

Whilst the star of Lara Croft might not burn quite as bright as it once did, there are few that have ever had as big an impact. As time passes, it’s easy to forget just how big Lara was in the 1990s.

Let’s briefly set the scene… A new government had swept into Britain, ‘Cool Britannia’ was in full flow exporting arts and culture globally, and the Spice Girls were promoting ‘girl-power’ and now the PlayStation had been launched. 

Whilst other videogames cast plumbers, spaceships and soldiers as their protagonists, Lara was something conspicuously different. Seat cars and Landrover all invested in sponsorship deals with ‘her’, but it was energy-drink ‘Lucozade’ that provided the most memorable presence.

Tomb Raider started its relationship with Lucozade in the late 90s with a series of TV commercials placing Lucozade and Lara in a series of adventures. With the release of the first Tomb Raider movie in 2001, for the first time in 70 years, the name of Lucozade was changed to underline their relationship. Thus, for three months Larazade flooded the shelves of supermarkets, taking the celebrity recognition of Tomb Raider even further into our domestic lives.

This particular bottle of Larazade has been donated unopened, by Ian Livingstone, and is presented here alongside its modern counterpart – a 2018 edition of Larazade, which returned to supermarkets to celebrate the launch of Shadow of the Tomb Raider.