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.”