Tostitos and MADD create a breathalyzer bag to prevent Super Bowl DUIs

GS&P enlists Uber to offer discounted rides the day of the Big Game

Tostitos has made an unlikely device that allows football fans to test their sobriety: a bag of tortilla chips. The Frito-Lay brand worked with Mothers Against Drunk Driving, Uber and Goodby Silverstein & Partners to create the Party Safe Bag, a specially-made Tostitos bag that incorporates an alcohol sensor above the logo. When the bag detects the presence of alcohol, it displays a red steering wheel and the message "Don’t Drink and Drive." While the limited edition bag won’t be for sale, most bags of Tostitos sold nationwide can be used as a $10 coupon for an Uber ride redeemable on Feb. 5, either during or after the Super Bowl.


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