Tostitos’ new bag wants to chaperone your Super Bowl party.
In honor of the big game, the chip maker is launching a special-edition version of its packaging with a built-in sensor that can detect trace levels of alcohol in your breath.
If it decides you’ve been drinking — regardless of how much — an image of a red steering wheel appears on the otherwise stark black bag along with a reminder not to drive and a code for a $10 Uber discount (valid only on Super Bowl Sunday).
And if you’ve had so much to drink that the mere act of hailing an Uber becomes a difficult chore, the bag will even do that for you. The package is equipped with near-field communication technology that will automatically order a ride when tapped with a smartphone.
Unfortunately, Tostitos is only making a limited run of the high-tech bags, and they won’t be available at retailers. But the Uber coupon will also be offered on regular bags of the chips.
The Frito-Lay-owned brand partnered with Uber and Mothers Against Drunk Driving to pull off the stunt, which was orchestrated by San Francisco ad agency Goodby, Silverstein & Partners.
The promotion comes after Frito-Lay decided to bench sister brand Doritos from the game’s commercial breaks for the first time in a decade. Instead, the food conglomerate is focusing its energy on this effort and a few digital spots.
Tennessee Titans tight end Delanie Walker, whose aunt and uncle were killed by a drunk driver after watching him play in the Super Bowl in 2013, is serving as the face of the campaign.
The company says its goal is to remove 25,000 cars from the road that Sunday.
“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,” said Jennifer Saenz, Frito-Lay’s chief marketing officer, in a press release.
Sadly but not surprisingly, Super Bowl Sunday usually heralds particularly high rates of drunk driving deaths. In 2015, 45 Americans were killed in alcohol-related wrecks — more than half of all accidents that day, according to the National Highway Traffic Safety Administration.