Pernod Ricard’s coffee liqueur brand Kahlua has introduced the second phase of its “Stir Up Your Routine" campaign that encourages consumers to spice up their daily routines, this time focusing on couples.
The initialcampaign was first introduced in November, launching online across digital and streaming touchpoints with a video ad and content demonstrating ideas to stir up mundane, daily routines with Kahlua.
This month, Kahlua kicked off round two of the campaign with the #KahluaStirItUpChallenge, calling on couples to switch up their evening routines this New Year and remove the internet from the equation with a unique challenge that could earn them $25,000.
Kahlua will select one couple willing to go 30 nights (from6:30 p.m. – 6:30 a.m. local time) without using the internet on any of their devices, including mobile phones, laptops, tablets or gaming systems (TV access is allowed). The challenge will begin on Jan. 16 and conclude on Feb. 15. Valentine's Day will mark the 30th and final night of the challenge.
From Dec. 7 through Jan. 2, 2022, couples (aged 21+) who think they have what it takes can enter through a dedicated promotional page within the brand’s website. To enter, couples are instructed to fill out a form providing at least one person’s social media handles, details, etc., and submit a short video describing themselves, their relationship as well as what their current nightly routines are.
The couple selected to embark on Kahlua’s challenge will be provided with a “Kahlua Kit” on wheels, including a storage box for stashing phones during offline hours and 30-nights worth of activities, such as a cooking challenge, instructions to learning feng shui (the practice of arranging pieces in living spaces in order to create balance with the natural world.)
In true reality-show fashion, Kahlua isn’t just relying on the couples’ word to complete the challenge. At the end of the challenge, the liqueur brand will send a polygraph examiner over to the couple's home to ask a series of questions to confirm true participation in order to receive the cash prize.
If the couple is unable to complete the full 30-night challenge, Kahlua will still reward them incremental amounts of money based on the number of nights they were able to complete. Award levels include:
Level 1: If the couple does not successfully complete the challenge, the cash prize award will be $2,500.
Level 2: If the couple successfully completes 14-nights or longer, but not the full challenge, the award will be $5,000.
Level 3: If the couple completes the entire challenge, the award will be $25,000.
For couples not selected or not up for the commitment, Kahlua’s promotional page and materials tout the brand’s recipes for an espresso martini and white Russian cocktail as another way to spice up their daily routines together.
"The #KahluaStirItUpChallenge is a fun way to reward those who are looking to stir up their evening routines for themselves and their partners," adds Rima Sawaya, senior brand manager, Kahlua, in a recent media release. "What better time to do this than the New Year? We have the opportunity to break from our old routines and create new ones — not to mention, there is a renewed desire to spend alone time with your significant other after the busy holiday season."