Over the years, the fight against drunk driving has taken many forms in various campaigns, some were more successful than others. The most recent campaign to combat the dangerous behavior of drunk driving comes from the makers of Tostitos chips, Frito-Lay in collaboration with various initiatives and companies like Uber.
The new Tostitos bag which comes just in time for the highly anticipated Super Bowl 51, will be able to determine if you too drunk and drive. If so, the bag can easily call an Uber for you so you don’t remain stranded at the bar.
The new Tostitos bag will basically act as a high-tech breathalyzer and comes only in limited edition. The chips bag will be available starting with February 5and its able to perform its functions thanks to a sensor connected to a microcontroller.
If the sensor detects high levels of alcohol, then the insignia on the bag will turn alongside the following text “Don’t drink and drive”. Normally, the label of the bag is blue when it is activated but turns green if it doesn’t detect any alcohol. The feature to call an Uber for those who are indeed too drunk to drive will only available during Super Bowl Sunday. Alongside its standard message, the bag will also display an Uber code.
Using the NFC technology integrated within microcontroller of the Tostitos bag, users will easily be able to use their phones to require a free ride from Uber with just one tap of their phone on the sensor. The Tostitos bag campaign is supported for by MADD (Mothers Against Drunk Driving). However, if you weren’t lucky enough to find one of the limited-edition bags of chips, then Uber will still offer a discount for all users during the day of Super Bowl.
According to Jennifer Saenz, the marketing officer for Frito-Lay, the company’s goal is to remove up to 25,000 cars from the roads during the Super Bowl Sunday. Partnering with Uber is the best way to make sure that people who are watching the game at a bar or at a friend’s house, can always get a ride in a few easy steps no matter how drunk they are.
Image source: Tostitos