Super Bowl season is among us, which means gimmicky marketing abounds. The latest is a limited version of a Tostitos chip bag that can check whether someone’s been drinking and if they’re too inebriated to drive.
Created in partnership with creative agency Goodby Silverstein & Partners, the Tostitos Party Bag is outfitted with sensors to detect alcohol on a person’s breath. If you’re in the clear, the bag turns green and you’re free to go about your night. If alcohol is detected, the bag turns red with the message, “Don’t drink and drive,” and offers a $10 Uber credit for a discounted ride home. It’s even got near-field communication technology that lets you tap your phone to the bag to hail the ride, if you’re that blasted.
Let’s be clear: this bag is not a breathalyzer. It does not tell you what your estimated blood alcohol content levels are or know how much you’ve had to drink, and only detects whether any trace of alcohol exists at all.
And let’s be real for a sec: if you’re buying some Tostitos as you’re heading home from a Super Bowl party, it is very likely that you have been drinking and are probably too drunk to drive. If you’re now eating said Tostitos by either pouring the contents of the bag into your mouth or licking the bag, thereby activating the alcohol sensors, you are probably too drunk to drive! You don’t need Tostitos to tell you that.
In all seriousness, if you are going to be drinking at a Super Bowl party, plan ahead. Then use these bags as a fun novelty item at the party, or save the UPC code or pass them on to friends who might appreciate the free Uber credits.