January 30, 2023

Digital Marketing Education

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Are You Ready To Stir Up Your Digital Routine with Kahlúa?

How bad is ‘digital distraction’ in your home? Is an obsessive amount of screen time getting in the way of your most important relationships?

The data points to a real problem for millions of people who freely admit to spending five to six hours on their phones every day. According to Pew, 62% of 30- to 49-year-olds and 52% of 18-to 29-year-olds who are in a romantic relationship say their partner is at least sometimes distracted by their phone when they’re trying to talk to them. This issue is not confined to younger age groups: 41% of partnered Americans ages 50 and older say they have encountered this issue in their relationship.

You know digital distraction is a problem for people when the world’s number one coffee liqueur brand comes up with a promotion to give couples the chance to disconnect, then reconnect and liven up their nightly routines. The #KahluaStirItUpChallenge will require the winning couple to go Internet-free for 30-nights. To make it easier to do, Kahlúa will provide cocktails, games, and more to replace screen time with together time.

The winning couple will receive a ‘Kahlúa Kit’ on wheels, packed 30-nights of activities to help stir up their routines from perfecting the Kahlúa Espresso Martini to facing off in a cooking challenge to trying their hand at feng shui.

Every night, the couple will be asked to power down their screens and electronics from 6:30 PM – 6:30 AM local time. All for the chance to win $25,000. “In an always-on world, it’s important we carve out time to be present and have a little fun,” said Sona Bajaria, Vice President of Marketing, Kahlúa at Pernod Ricard USA.

When the challenge ends on February 15, Kahlúa will send a polygraph examiner over to the couple’s home to ask a series of questions to confirm participation and receive the $25,000 cash prize.


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