KitKat is challenging Aussies to follow the ‘rawdogging’ trend during their commute, using the brand’s ‘Phone Break’ game.
Rawdogging means going completely phone-free during daily commute or long-haul journeys. The viral trend has quickly become part of everyday culture, with over 45 million posts on TikTok alone.
The KitKat ‘Rawdog your Commute’ Challenge invites commuters to play a game and see how long they can take a break from their phone. Those who achieve longer breaks will have more chances to win one of 10 Unyoked 2-night weekend escape e-gift cards for use in Australia, valued at up to $626.
To participate, players scan a QR code displayed on billboards near commuting locations or access the campaign’s website to start a timer and see how long they can go without touching their phone.
The campaign comes as new research from KitKat found that 84 per cent of Australians are craving a break from their phones, with 23 per cent believe being phone-free would make their commute more relaxing. Among those who have accidentally gone without their phone, 40 per cent say they felt happier, freer, relieved or more present.
“KitKat has always been about helping Aussies take better breaks, but today, switching off isn’t so easy,” said Shannon Wright, Nestlé Oceania head of marketing confectionery.
“That’s why we’re challenging commuters to rawdog their commutes with our new Phone Break game; making it feel achievable by rewarding small, everyday moments turned into a proper break.”
According to the brand, the activation is a modern take on its long-standing efforts to encourage better breaks, tapping into growing consumer interest in digital wellbeing.
- Further reading: Nestle axes vegan KitKat range.
