The Tostito Alcohol detecting Bag in time for Super Bowl is a unique and mind-bending idea. Mothers Against Drunk Drivers (MADD), Uber, and Frito-Lay have gathered forces to produce a Tostito “Party Safe” bag equipped with technology which detects alcohol on a person’s breath. Then, after detecting alcohol, an Uber discount code and a phone connect put you in a safe ride home from your Super Bowl party.
Blow into the “Party Safe” Bag
Imagine a snack bag which you can blow into to determine if you are good to drive or not.
Blow for results
- Green glowing bag front indicates you are good to drive.
- Red glowing bag indicates you are not good to drive.
- An Uber code and a $10 coupon are yours when you blow into the Tostito bag and come up red.
- Certain limited bags of Tostito snacks have bar codes with the last five numbers eligible for redemption on the Uber app for a $10 coupon.
- 25,000 Uber $10 coupons available with last five digits from Tostito snack bags after the final score of the Super Bowl.
Since the Tostito “Party Safe” bag products are limited, and not available in stores, the campaign allows for anyone buying certain Tostito products who are drinking to take a discounted Uber using the UPS bar code on the bag or use a cell phone to tap the bag and connect you to Uber. Keep in mind, the alcohol detection of the “Party Safe” bags is not as accurate as actual breathalyzers.
Awareness of Drunk Driving
MADD, Uber, and Tostito came up with an ingenious way to draw attention to the problem of drinking and driving on one of the largest drinking events of the year, Super Bowl Sunday. The idea of breathing into a Tostito bag at your Super Bowl Party and getting a flashing green or red sounds more fun than practical. However, MADD is in on the breathalyzer event as a way to get the message out to not drink and drive. Uber supplies the codes for a one-time Super Bowl Sunday use to back the MADD message. Frito Lays’ Tostito supplies the avenue to get the message out.
The alcohol detection technology is not designed to be as accurate as an actual breathalyzer, but it brings awareness to alcohol consumptions. The novelty ‘Party Safe” bags are not meant to measure the alcohol you consume but to raise awareness. The technology is taken to another level by using a bar code to be used in a cell phone app, thus increasing the opportunity to tech savvy partiers to do the right thing. You have the ability to use your phone to tap the flashing bag to call an Uber.
MADD is always looking for ways to increase awareness of the drinking and driving dilemma which is a leading cause of vehicular deaths on Super Bowl Sunday. This is another great campaign idea which gets the message out while incorporating a product at the source (a Super Bowl Party) and a means carrying the message home by supplying a smart way to get home without driving drunk.
Tostito has made the news because they will not be advertising in the Super Bowl Game, but have decided to combine resources with MADD and Uber for a noble cause with new technology-laden bags. This is definitely a novel idea. It is unclear how successful the campaign outcome or if sales will grow, but it is hopeful that awareness is pushed forward a little more than before this year’s Super Bowl Sunday.
As technology meets commercialism, increases availability and ease of use, perhaps awareness and personal responsibility have a bright future. Chief marketing officer for Frito-Lay, Jennifer Saenz said this was an opportunity and fun way to awareness and personal responsibility to the problem of drinking and driving.