Safety after Super Bowl is largely in the bag
The folks at Frito-Lay are trying to reduce drunk-driving incidents after the Super Bowl with a nifty innovation: a bag of Tostitos that also lets people know whether they have alcohol in their systems. What’s more, the bag can even summon Uber for a lift.
Frito-Lay announced that it will have a limited edition release of “Party Safe” bags of Tostitos, each of which has a sensor that can detect traces of alcohol from a person’s breath. It’s not a Breathalyzer, so it won’t provide a blood-alcohol percentage, but it could convince some snackers not to climb into their vehicles.
If the bag detects alcohol, the sensor turns into a red image of a steering wheel and the words “Don’t drink and drive” appear. People can reportedly tap the bags with their smartphones to call an Uber (presumably if they already have the app downloaded).
Frito-Lay, a division of PepsiCo, has partnered with Mothers Against Drunk Driving in its “Party Safe” campaign for the Super Bowl. Several Tostitos products will have UPC codes that can be used for discounted Uber rides during and after the game, which takes place Feb. 5, up until 25,000 people have taken advantage of the promotion.
“Our goal is to remove 25,000 cars from the roads that Sunday evening,” Frito-Lay’s chief marketing officer, Jennifer Saenz, said (via 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.”
As an example of the dangers of driving on Super Bowl Sunday, the Los Angeles Times reported last year that a 77 percent increase had occurred in alcoholrelated crashes causing injury or death in California over the previous five years on that day.