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.