Just in time for the Super Bowl, Tostitos has created a bag of chips that reminds you not to drink and drive.
Created by Goodby Silverstein & Partners, the limited-edition "Party Safe Bags" contain a sensor connected to a microcontroller calibrated to detect small traces of alcohol on a person's breath. When any trace of alcohol is detected, the LEDs turn red and form a steering wheel, revealing an Uber code and a "Don't drink and drive" message. People can also call for free rides via Uber by simply tapping their bags with their phones.
As part of the campaign , Tostitos partnered with Mothers Against Drunk Driving (MADD) and Uber to offer party-goers $10 off a ride on Sunday, Feb. 5.
Roger Baran, Goodby Silverstein & Partners (GS&P) creative director, said in a statement: "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."