Tostitos Invents Alcohol-activated Bag For NFL Fans
American crisp brand Tostitos has partnered with Mothers Against Drunk Driving (MADD) to introduce a ‘Party Safe’ bag for the upcome National Football League (NFL) Super Bowl season.
The special bag, created by Goodby Silverstein & Partners, comes equipped with a sensor connected to a microcontroller calibrated to detect small traces of alcohol on a person’s breath. If any alcohol is detected, the sensor turns red and forms the image of a steering wheel, along with an Uber code and a ‘don’t drink and drive’ message.
The bag’s alcohol sensor is green if no alcohol is detected, and red if there is, and it revels a code for $10 off an Uber ride after the game on 5th February, along with the message “Don’t Drink and Drive.”
“Our goal is to remove 25,000 cars from the roads that Sunday evening,” said Jennifer Saenz, Frito-Lay chief marketing officer. “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.”
Roger Baran, creative director of Goodby Silverstein & Partners said: “We’re proud to introduce to the world the first bag of chips that gets you home safe. 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.
