Safety af­ter Su­per Bowl is largely in the bag

The Washington Post Sunday - - WASHINGTONPOST.COM/SPORTS - EARLY LEAD BY DES BIELER des.bieler@wash­post.com Ex­cerpted from wash­ing­ton­post.com/ear­lylead

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.

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