Kahlúa challenges couples to stay offline for 30 nights in a row

While the month following December is Dry January for some, Kahlúa is proposing a break from technology instead. The coffee liqueur brand is challenging couples to stay off their online devices for 30 consecutive nights, from 6:30 PM to 6:30 AM.

If they make it through, the pair wins a cash prize of USD 25,000. To verify they didn't secretly binge on TikTok or succumb to the urge to check for that one super important email, Kahlúa will send over a polygraph examiner after the final night.

One couple was selected to compete, with the challenge running from January 16th through February 15th.

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As Kahlúa points out, US adults spend five to six hours a day on their phones, and that doesn't include work-related usage. The first step to breaking an addiction is admitting there's a problem, and increasing numbers of consumers are growing uneasy about the amount of time they spend on their screens. Kahlúa's 'Stir-It Up' contest is pushing one couple to reconnect by disconnecting — up to the next brand to motivate many more?

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