Asahi Beer Europe needed an innovative idea to raise awareness of Asahi Super Dry. We identified Sudoku as the perfect vehicle for generating interest.

Edwards Harvey distributed 600 Sudoku packs to licensees, publicized through The Publican with puzzle beer mats, promotional advice, and suggestions for themed events.

We also conceived, designed and managed a national Sudoku championship competition with a trip to Japan as first prize.

Edwards Harvey recruited Sudoku guru Michael Mepham — the Daily Telegraph's expert — to set the puzzles, launched a dedicated microsite on the internet and a telephone hotline.

We negotiated sponsorship of a Sudoku supplement in the Daily Telegraph — including the championship's qualifying puzzle — to generate entries.

The championship was held at The Freemasons Arms in Covent Garden. Contestants were served Asahi Super Dry and we commissioned Japanese food suppliers Tazaki Foods to provide authentic canapes and sushi. Michael Mepham compèred the event and gave a Sudoku 'masterclass'.

The Asahi Pure Logic Sudoku Championship has proved to be the most successful competition of its kind in the UK, attracting more than 400 entries (a similar contest run by The Times netted just 250 entries in 2005).