Take one kick-ass British legend with a history of redefining what an action hero should be, add the power of Lucozade Energy and you’ve got yourself a spectacular launch for a new creative strategy for an iconic drink. Released ahead of the new rebooted Tomb Raider film franchise, it introduces the fresh ‘Energy Beats Everything’ approach for the brand, and reunites Lucozade Energy with Lara Croft, 20 years after they first teamed up. It’s funny. It’s punchy. And it’s got proper energy.