Tostitos has invented an alcohol-activated bag to remind people not to drink and drive during the Super Bowl

It’s not uncommon to see bags of Tostitos chips scattered around Super Bowl parties – after all, how else are people expected to gorge themselves with dips, salsa and guacamole while drinking excessive amounts of alcohol?

Credit: GS&P

Realizing that its chips are often in close proximity to beer and other libations during the Super Bowl, Tostitos has partnered with Mothers Against Drunk Driving (MADD) and Uber to create what the brand has dubbed the “Party Safe Bag,” a limited-edition bag equipped with a sensor that can detect traces of alcohol on a person’s breath.

When alcohol is detected, the LED lights on the bag turn red to form a steering wheel that includes an Uber code and a “Don’t drink and drive message.” Anyone who feels like they’ve had too much to drink can redeem the code to receive $10 off of their Uber ride.

According to Tostitos, 25,000 football fans will be able to take advantage of the offer on Super Bowl Sunday, which this year lands on Feb. 5. The limited-edition bags, which were created in partnership with Goodby Silverstein & Partners (GS&P), are available at retailers across the country.

“We designed the technology and the bag from the ground up and then had to scale it,” said Sam Luchini, GS&P creative director in a statement. “It had to function as a beautiful bag and also like an alcohol detector. It was form and function together.”

In 2015, 45 people were killed in drunk driving crashes on Super Bowl Sunday, representing nearly half of all traffic fatalities that day, according to the National Highway Traffic Safety Administration.

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