---
title: "Adweek: Tostitos’ New Party Bag Knows When You’ve Been Drinking and Will Even Call you an Uber"
url: https://burnaze.com/article/a918bc2f-ffc0-42a2-990b-3af50080f7a4
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-tostitos-new-party-bag-knows-when-youve-been-drinking-and-will-even-call-you-an-uber-9692
category: "Retail"
industry: "Retail"
published: 2017-01-27T14:09:01.000Z
modified: 2026-11-01T03:19:15.186Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/0f09a62b60b0b36aaa5c5e718237ea4c1899.jpg
---

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

**TL;DR:** Frito-Lay has created a limited-edition 'Party Safe' bag that detects alcohol and offers a ride home through Uber. The bag is designed to promote safe driving and reduce drunk driving crashes on Super Bowl Sunday.

*originally published in 1851 Franchise on 2017-01-27. [Read the original](https://1851franchise.com/adweek-tostitos-new-party-bag-knows-when-youve-been-drinking-and-will-even-call-you-an-uber-9692).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- Retail (sector)
- product launch (topic)
- Uber (company)
- Frito-Lay (company)
- super bowl promotion (topic)
- National Highway Traffic Safety Administration (regulator)
- drunk driving prevention (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/adweek-tostitos-new-party-bag-knows-when-youve-been-drinking-and-will-even-call-you-an-uber-9692). Summarized by Burnaze (https://burnaze.com/article/a918bc2f-ffc0-42a2-990b-3af50080f7a4).