Tostitos has created the limited edition ‘Party Safe’ bag – a bag of Tostitos chips featuring an alcohol sensor that acts as a reminder for people to not drink and drive after the party so everyone gets home safely.
They were launched in the season of football in the US.
The snack brand has also partnered with Mothers Against Drunk Driving (MADD) to offer party-goers US$10 off an Uber ride on Sunday, February 5, 2017 by using the barcode on the back of nearly every other bag of Tostitos chips.
This offer applies to both new and existing customers of Uber, but will be limited to the first 25,000 users who enter the code.
“Our goal is to remove 25,000 cars from the roads that Sunday evening,” said Jennifer Saenz, Frito-Lay chief marketing officer.
“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.”
Tostitos partnered with MADD to raise awareness around this issue and to remind party-goers to have fun, but to plan ahead for a non-drinking designated driver to get home safely.
In 2015, 45 people were killed in drunk driving crashes, representing 46% of all traffic fatalities on the day of the Big Game, according to the National Highway Traffic Safety Administration.