Lucozade Energy rebrands to Larazade
Lucozade Energy has transformed itself into Larazade to mark a new partnership with the upcoming game release of Shadow of the Tomb Raider. The classic Lucozade Energy Orange and Original flavours will be transformed for a limited time only, with more than 80m promotional bottles available.
The energy brand is also launching a limited edition new flavour, Larazade Croft Apple.
The Larazade bottles are available ahead of the September launch of Shadow of the Tomb Raider, the newest instalment from the best-selling franchise.
Fentimans' stars at Great Taste awards
Fentimans latest flavour extension, Valencian Orange Tonic Water, was awarded a two-star award at the prestigious Great Taste Awards, while favourite soft drinks, Cherry Cola, Dandelion and Burdock and Victorian Lemonade picked up one-star awards. To cap the medal haul, Fentimans Connoisseurs Tonic Water, which was launched earlier this year, was also recognised with a medal from the judges at the Guild of Fine Foods.
Fentimans marketing director Andrew Jackson said: “These awards are testament to the philosophy that if you dream big, and push boundaries, recognition will follow. We are leaders in flavoured soft drinks and mixers so to be decorated with five great taste awards illustrates the progress the Fentimans brand has made in recent years, our current standing and provides an indication of the potential growth that lies ahead.”
Pepsi Max brings back the taste challenge
Pepsi Max is putting its taste credentials on the line and going head to head with its biggest selling cola competitor with the Pepsi MAX Taste Challenge. Originally launched in the 1970s, the challenge encourages people to take part in a blind taste test of two sips to decide the better tasting cola.
The multi-million-pound campaign including TV, out of home and digital advertising, aims to reach 90% of the total UK population and encourage consumers to re-appraise their cola choices.
Carabao launches first TV campaign
Energy drink brand, Carabao, has launched its first ever TV ad campaign.
The energy drink, which is low or no sugar, is available in flavours including Original, Original Sugar Free, Green Apple, Green Apple Sugar Free and Mandarin Orange.
The first ad was shown during the break of ITV’s Coronation Street at 20:45 on August 1, reaching an estimated 4.5m viewers across the UK. It is also to air on TV and Video On Demand throughout August across ITV, Sky and Channel 4.