Tostitos, Uber, MADD Team Up Vs. Drunk Driving

Every once in awhile, a consumer product comes along not just to be sold, but to try and do some good. This year, three organizations have teamed up to put the brakes on drunk driving in time for Superbowl LI.

A new partnership between Frito-Lay’s Tostitos, Uber and Mothers Against Drunk Driving (MADD) has led to the creation of a “Party Safe” bag of chips. The bag is reportedly equipped with sensors and can detect any trace of alcohol on a person’s breath.

The product isn’t as particular as a breathalyzer, Fortune noted, so it won’t show a person’s specific blood alcohol content. If the bag detects alcohol on someone’s breath, a red light will flash beneath the Tostitos logo on the bag, followed by the message “Don’t drink and drive.” If a snacker is good to go, the light will reportedly flash green.

Here’s where Uber comes in. The bags are equipped with NFC — so if and when the Party Safe bag flashes red, a $10 Uber discount code will also appear on the bag, and the partier who may have had a little too much fun can immediately request an Uber pickup from their phone.

According to the National Highway Traffic Safety Administration, 45 people were killed in drunk driving crashes on Super Bowl Sunday in 2015 — nearly half of all traffic fatalities that day.

Jennifer Saenz, CMO at Frito-Lay, told Adweek, “Our goal is to remove 25,000 cars from the roads that Sunday evening. Whether [people are] watching the big game at a friend’s house or at a local bar, a safe ride home is just a few easy taps away.”

On top of this, Fortune said that Tostitos will be giving out 25,000 $10 Uber discounts to those who purchase any of its chip products before the Super Bowl.

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