Tostitos' New Super Bowl Bag Can Tell If You're Too Drunk To Drive

By Dorri Olds 01/27/17

The groundbreaking smart-chip bag can even help arrange for a discounted Uber to drive you home. 

Photo via Twitter

Super Bowl Sunday is not just about football. It’s also one of the biggest drinking days of the year—when drunk-driving crashes spike.

With this in mind, Tostitos introduced the first “Party-Safe” bag of chips that can tell if you’ve been drinking and lights up an alert telling you not to drive. This smart-chip bag can even order you an Uber.

Mothers Against Drunk Driving (MADD), Uber, and Tostitos teamed up for Super Bowl 2017 with the goal of preventing inebriated partiers from driving. How? By creating the first-ever, limited-edition, alcohol-activated bag of chips.

Directly above the Tostitos logo, the bag has a round sensor with the words “Blow Here.” If it detects alcohol on your breath, the green LED steering wheel under the logo turns red with the message “Don’t Drink and Drive.” At that point, the “Party-Safe” bag can arrange for a $10 off discounted Uber car to come pick you up. The user need only tap their phone on the bag, according to Adweek. (The code is available only on the day of the game, February 5.)

Adweek quoted Roger Baran, creative director at Goodby Silverstein & Partners (GSP), the agency that designed the bag. Baran said, “For a football fan, there is a lot of emotion involved with a game. It’s easy to drink more than you planned. And a lot of times all you need to stop short of driving after drinking is a friend who calls you off. On Sunday of the big game, we want Tostitos to be that friend.”

Delanie Walker, tight end for the Tennessee Titans and a MADD volunteer, is also getting in on the promotion. Walker's aunt and uncle were killed by a drunk driver on the night of Super Bowl 2013, in which the Titans lost to the St. Louis Rams. Walker said in a Tostitos press release, “Having a good time and being safe go hand in hand. Drunk driving is 100% preventable ... It’s easier than ever to make a safe choice if your plans include alcohol.”

“Our goal is to remove 25,000 cars from the roads that Sunday evening," Jennifer Saenz, Frito-Lay chief marketing officer said in the same press release. "A safe ride home is just a few, easy taps away.”

See it in action:

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Dorri Olds is an award-winning writer whose work has appeared in many publications including The New York Times, Marie Claire, Woman’s Day and several book anthologies. Find Dorri on Twitter, Facebook, and LinkedIn.