Tostitos Innovates With “Party Safe” Bags for Super Bowl


What: Tostitos launched a limited edition packaging campaign to save super-bowl fans from driving drunk.
Why it matters: Super Bowl day represents that day of the year when Americans most drink and eat while watching a sports event. Tostitos managed to innovate with a campaign that includes responsible drinking and driving as well as design and technology.

Super Bowl Sunday is this Weekend and Tostitos decided to take advantage of the traditional match to present its new packaging bag “Party Safe”. Its technology allows fans to know if they are sober enough to drive home after the game ends, or not.

How it works? The only thing you need to do is blow inside the bag. If Tostitos’ logo gets green, you are good to go. But if it turns red, you’ll read the sign “Don’t drink and drive”, and will get a 10-dollar Uber-discount-code to get home safely.

The package was created by the agency Goodby Silverstein & Partners, with the goal of taking 25,000 cars off the road on game day and to make it safer for everyone to cross any city.

“Our goal is to remove 25,000 cars from the roads that Sunday evening,” Frito-Lay chief marketing officer Jennifer Saenz said in a statement. “Whether watching the big game at a friend’s house or at a local bar, a safe ride home is just a few, east taps away. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride.”

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Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.


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