Tostitos Aims to Take 25,000 Cars Off the Road on Super Bowl Sunday

Frito-Lay partners with Uber and MADD to discourage drinking and driving on Super Bowl Sunday.


Super Bowl Sunday is this coming weekend, and Tostitos has released a bag that can tell if you have had one too many alcoholic beverages during the big game. 

Together with Uber and Irving-based Mothers Against Drunk Driving, Plano-based Frito-Lay has created a Tostitos “Party-Safe” bag that is equipped with a micro controller sensor that can detect alcohol on a person’s breath. 

With the help of near-field communication technology, it’s as easy as tapping the bag with your phone and calling an Uber.

“We’re proud to introduce to the world the first bag of chips that gets you home safe,” Goodby Silverstein & Partners creative director Roger Baran told AdWeek. “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.”

“We’re proud to introduce to the world the first bag of chips that gets you home safe.”
Roger Baran

Once the alcohol has been detected, a light on the bag in the shape of a steering wheel will turn green or red, and if and when it turns red, a $10 off an Uber code will pop up and be available for use after the game. 

The bag won’t be available in stores, though. Tostitos has already given 1,000 of them to “pre-identified fans.” In addition, 25,000 other standard bags purchased before the Super Bowl will also offer $10 off codes for an Uber ride after the game. 

“Our goal is to remove 25,000 cars from the roads that Sunday evening,” Frito-Lay’s chief marketing officer Jennifer Saenz told AdWeek. “Whether watching the big game at a friend’s house or at a local bar, a safe ride home is just a few easy taps away. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride.”

You can take the pledge to party safe during the Super Bowl here. 

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