Tostitos wants to reduce drunk driving this Super Bowl Sunday, which can help you avoid a DUI in the process. The chip company has paired up with Mothers Against Drunk Driving and Uber to develop some interesting technology.
A limited edition of their chips features a high-tech bag with a sensor that detects alcohol on your breath. If even trace-amounts are detected, a red steering wheel will appear on the otherwise black bag. With just a tap of your smartphone to the sensor, the bag will even hail an Uber for you with a $10 discount (valid only on Super Bowl Sunday). If the bag does not detect alcohol, a green circle will appear.
"Whether 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," said Jennifer Saenz, Frito-Lay's chief marketing officer.
Frito-Lay, the parent company of Tostitos, says that their goal is to remove 25,000 cars from the road this Sunday. They are targeting the Super Bowl because of the drastic increase of drunk driving deaths at that time. According to the National Highway Traffic Safety Commission, 45 people died in drunk driving wrecks during the 2015 Super Bowl, totally more than half of the car accidents that day.
The high-tech breathalyzer bags have a limited run, but Tostitos is also offering a coupon code for Uber on its regular bags of chips.
If you do decide to drive home on Super Bowl Sunday and get pulled over, remember you have legal rights. Breathalyzers and other sobriety tests are not exact, and can be contested with help from an experienced attorney.