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John Eales fronts Berocca for fiftysomethings Sudoku campaign

Berocca is using the game of Sudoku to push the brain quickening powers of its multi-vitamin tonic among fiftysomethings, using former Wallabies captain John Eales as the brand spokesman.

The campaign – to launch Berocca Focus 50+ – is centred on a national search for the final member of the squad that will represent Australia at the 2011 World Sudoku Championships.

To enter, baby boomers are encouraged to visit sudoku-challenge.com.au and complete a Sudoku puzzle in the fastest time.

The challenge is being promoted using PR, through Haystac, to drive the association with John Eales.

Experiential activity, by Marc Edward Agency, will see giant branded Sudoku boards placed in Sydney, Melbourne and Brisbane.

Nick Lynch, Senior Brand Manager for Berocca, said: “Competitive Sudoku is in its infancy in Australia and I think most people will be surprised to learn that John Eales is Australia’s 2010 Sudoku Champion.”

“We’re communicating with our audience through various channels and truly engaging them by giving them an experience which reinforces the product promise to help improve concentration, clarity and stamina.”

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