The Super Bowl often brings with it a spike in drunk driving—but this year, Frito Lay is doing something about it.
The company has teamed up with Uber and Mothers Against Drunk Driving for a marketing stunt to bring awareness to this fact—and perhaps, even combat it.
The stunt? A Tostitos bag that can tell you if you’re too drunk to drive.
Frito Lay is making a limited number of the bags, and they’re not available in retail stores. They’re probably part of on-site bar promotions for the big game.
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The promotion has sparked skepticism, notably from two Kansas police departments, which received its own PR boost for the interaction:
If you have to blow into a Tostitos bag to know if you're intoxicated, for the love of all that is holy, DO NOT DRIVE https://t.co/gnTcIIL7Oj
— Lawrence Police (@LawrenceKS_PD) January 26, 2017
@LawrenceKS_PD “I’m fine to drive, officer. The chip bag told me I was under the limit.”
— RCPD (@RileyCountyPD) January 26, 2017
“Sir, I’m going to need you to step out of the car"
@LawrenceKS_PD “But officer, I couldn’t keep my tostitos interlock bag in the car anymore. It expired last week."
— RCPD (@RileyCountyPD) January 26, 2017
The high-tech Tositos bag also comes with a $10 credit for Uber and near-field communication chip that will order a ride for you when you tap it with your smartphone.
“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,” Frito-Lay’s chief marketing officer, Jennifer Saenz, said in a press release.
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