'On Sunday of the big game, we want Tostitos to be that friend'. "It had to function as a handsome bag and also like an alcohol detector".
Those eating Tostitos potato chips on Super Bowl Sunday can expect to not only be rewarded with a tasty snack but also to watch the game secure in the knowledge that they won't be driving drunk. After all, the Super Bowl is a cultural institution, and more than 100 million people are expected to tune in on February 5. When you exhale into the empty bag, the steering wheel on the front will stay green if you're good to go, or turn an angry red if it thinks you should stay on the couch or take an Uber instead.
While the bag is a fun way for party guests to entertain themselves - and to score a cheaper ride home - it is not an actual breathalyzer, and should not be used by party goers to determine if they can actually drive home. It does not tell you what your estimated blood alcohol content levels are or know how much you've had to drink, and only detects whether any trace of alcohol exists at all. The bags also are fitted with a technology called near-field communications (NFC), which means users can touch their phone to the bag to call Uber, Adweek reports.
'Our goal is to remove 25,000 cars from the roads that Sunday evening, ' says Jennifer Saenz, Frito-Lay's chief marketing officer. If you're throwing a Super Bowl party for the big game, maybe get a few Party Safe bags of Tostitos and get your friends talking. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride'.
The National Highway Traffic Safety Administration has said that 40 percent of motor vehicle crash fatalities in 2010 were connected to drunken driving. Just a gimmick? Or a helpful tool to reduce drunk driving?