Siggi's Digital Detox Challenge

 

In today’s society, living without your phone for an entire month sounds nearly

impossible, as phones have become such an essential part of everyday life to many. 

Even though having a phone is so useful (and quite frankly, necessary) in day to day

life, sometimes the amount of time spent on it can make you feel like a zombie. 

Ironically, it was during one of my “doom-scrolling” sessions that I came across a 

post from Siggi’s explaining their new challenge – $10,000 if you can go one month 

without your phone.

Siggi’s Dairy, an Icelandic-style yogurt brand, announced its new challenge earlier 

this week, in which 10 participants will have the opportunity to win $10,000 if they 

can successfully go one month without their phones. The company will also provide 

a smartphone lockbox, a flip phone, a one-month prepaid sim card, and a 3-month 

supply of Siggi’s yogurt. 

The company’s version of Dry January is centered around Siggi’s belief in “the 

power of living a simpler life,” according to their website. This belief also translates 

into their business practices, as they pride themselves on being focused toward 

making their products solely with simple ingredients. Their purpose for 

this challenge is to show people the benefits of a digital-free life and to help 

build healthy habits in the coming year. 

I have to say, this is one of the most unique and clever campaigns I have seen in a 

while. In recent years, mental health has become an extremely hot topic, especially 

during the first couple months of the year when everyone is trying to stick to their 

new year’s resolutions.

Not only has Siggi’s made a challenge featuring something that is very relevant at

the moment, in this case, mental health and screen time, but they’ve also managed 

to incorporate their product into the campaign. The participants of this contest are 

encouraged to eat Siggi’s yogurt, which is presented as a healthy snack. People who 

notice positive changes from this challenge will most likely post on social media, 

which further amplify Siggi’s message. With this campaign in place, Siggi’s has 

created more opportunities for brand expansion, specifically as a wellness-centered 

brand. 

In my opinion, this is the perfect marketing campaign for Siggi’s. With their belief in

the power of living a simpler life, making their products with simple ingredients, and 

promoting healthier lifestyles, branching out into mental wellness seems like an 

obvious next step for their marketing. Their message is thorough – they emphasize 

the importance of a digital detox, both for physical and mental health, proving that 

they’re committed to promoting healthy lifestyles beyond just the consumption of 

their yogurt. There is truly nothing I would do differently when it comes to this

 campaign, their marketing team has done an amazing job with this.

I didn’t really know much about Siggi’s as a brand, but looking into this campaign

 has made me appreciate their efforts in supporting both physical and mental health.

 This is genuinely the most interesting marketing campaign I have seen in a while!

 

Additional source(s):Business Insider, USA Today