Tostitos’ New Chip Bag Is a Breathalyzer That Will Remind You to Call an Uber

The release of Tostitos’ new Party Safe bag coincides with the Super Bowl and guarantees a safe ride home
Yes, it is all of that and a bag of chips.

Tostitos

Yes, it is all of that and a bag of chips.

Tostitos wants to make your ride home safer and easier with just a bag of chips. The Frito-Lay Party Safe bag isn’t just a normal bag of crunchy snacks; it can also detect when you’ve had too much to drink and will order an Uber for you.

This limited-edition Party Safe bag was created in collaboration with Mothers Against Drunk Driving, and it’s connected to a microcontroller that can detect trace amounts of alcohol when you breathe into the bag. If any alcohol is detected, the bag will turn bright red and flash a “Don’t Drink and Drive” message with an Uber code for $10 off your ride on the evening of the Super Bowl, Feb. 5.

“Our goal is to remove 25,000 cars from the roads that Sunday evening," Jennifer Saenz, Frito-Lay's chief marketing officer, 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."

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On average, 43 percent of all traffic fatalities on Super Bowl Sunday were caused by drunk drivers, compared to 31 percent the rest of the year, according to the National Highway Traffic Safety Administration.