Lara set to be new face of Lucozade Energy

Lara Croft, lead protagonist of the Tomb Raider series, is to front a massive marketing campaign for the fizzy drink Lucozade Energy. Videogaming's most recognisable icon of recent times will be endorsing the brand in a TV and poster advertising campaign, so we can expect to see Lara swigging a bottle of Lucozade before slaying various animals. One imagines.

"We are moving into an exciting new era with Lucozade Energy and the association with Lara Croft is the perfect way to take the brand forward," commented Lucozade's Peter Harding. "With her undeniable appeal, she symbolises a character and image that our consumers will appreciate."

Jeremy Heath-Smith, managing director for Core Design, creators of Lara Croft, added: "The Lucozade Energy brand is a great match for Lara's lifestyle and targets the age-range of the majority of her fans. We're delighted to be working with Lucozade Energy for this new campaign."

Reports that Croft is set to release a version of The Wurzels' I am a Cyber Drinker cannot be substantiated at the time of going to press.