Liqueur Brand Offers $25K To Couples Who Can Ditch Technology For A Month

If one of your new year’s resolutions is to cut back on screen time, why not give it a go for a US$25,000?

Coffee liqueur brand Kahlúa is offering couples the incredible reward if they successfully give up electronic devices and Wi-Fi for 30 nights as part of its Stir Up Your Routine campaign.

According to the company, nearly half of Americans spend five to six hours on their smartphones a day—which adds up to 76,500 hours, or nearly nine years, over a lifetime. In fact, 40% of people surveyed said they were bothered by how much time their partner spent fixated on the screen, with 51% admitting their partner was distracted by their device during their conversations.

To help bring both parties closer and introduce better habits in the relationship, one couple will be chosen to participate in this revolutionary challenge, which will see them switch off all screens from 6.30 pm to 6.30 am local time, beginning January 16 to February 15, 2022. 

When the clock strikes in the evening, the couple will have to stash their phones away in a storage box, and spend the time pursuing activities suggested by Kahlúa. At the end of the challenge, the duo will undergo a polygraph examination to determine if they really did keep away from their smartphones during the night for a month. 

“In an always-on world, it’s important we carve out time to be present and have little fun,” Son Bajaria, Vice President of Marketing at Kahlúa Pernod Ricard USA, told Travel + Leisure.

“This is the whole premise of the Kahlúa Stir Up Your Routine campaign. We want to remind everyone how easy it can be to inject a little more playfulness into our every day.” 

Think you and your partner have got what it takes? Head over to the site here to sign up. 

[via Travel + Leisure, cover image via Syda Productions | Dreamstime.com]