in 1998 lucozade sport campaign used the fictional charterer of Lara croft from  tomb raider, the global success from the tomb raider games. the iconic figure was used on the ad and for print posters all aimed at younger buyers and seen as healthy, strong and mental sharpness.  in the late 1990's, lucozade diversified with the lucozade sports range of isotonic drinks. lucozade sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA cup carling premiership. lucozade sport hydro active, launched in 2003, is positioned as a fitness water to be used to have in the gym or fitness centre. The lucozade "i believe " campaign poster from 2013 was part of a £4m mass market campaign to educate consumers about how the soft drink brand can help improve people's sports performance, and features footballer Gareth Bale as a keybrandambassador. lucozade history 

Lucozade was produced by Glaxosmithkline(GSK) but is now owned by Suntory. The original purpose of the product was for medical purposes. in the 1980's the bottles were changed from glass bottles to then plastic bottles. the drinks were longer sold in pharmacies and rather local shops. they went from a medicinal drink to an energy drink.