Adweek: Tostitos’ New Party Bag Knows When You’ve Been Drinking and Will Even Call you an Uber

Looks like Frito-Lay is ready to party for the big game this year and instead of running a commercial, the company had a different type of idea. According to a recent Adweek article , the brand has made a limited-edition “Party Safe” bag that tells you when you have been drinking in order to get you home safely from your viewing party.

The bag comes with a sensor that is connected to a microcontroller set up to find small traces of alcohol on a person’s breath. A “Don’t drink and drive” message appears, along with an Uber code and an image of a steering wheel, if it detects alcohol. With near-field communication technology, users can tap the bag with their phone to then call a ride home.

"For a football fan, there is a lot of emotion involved with a game. It's easy to drink more than you planned. And a lot of times all you need to stop short of driving after drinking is a friend who calls you off. On Sunday of the big game, we want Tostitos to be that friend," says Roger Baran, Goodby Silverstein & Partners creative director, from the agency that created the bag.

Forty-five people were killed in drunk driving crashes on Super Bowl Sunday in 2015, according to the National Highway Traffic Safety Administration. Frito-Lay is hoping to remove 25,000 cars from the road that night as a solution.