Scheduled to start on 5th February, Super Bowl is known as the annual championship of the National Football League, which means it is a perfect occasion to celebrate. Because of the emotions involved during each game, fans may consume alcoholic beverages more than usual and this can lead to an increase in the number of car accidents. According to the National Highway Traffic Safety Administration, because of the drunk drivers, 45 people were killed in car crashes on Super Bowl Sunday 2015.
In an attempt to stop this and to promote responsible driving, PepsiCo’s tortilla chips brand Tostitos joined forces with the popular ridesharing app Uber and non-profit organization Mothers Against Drunk Driving and created a unique drive safe campaign consisting of a chips bag named “Party Safe” that can tell if someone had a little too much to drink.
Produced as a limited edition only, with just 1000 packets available, the chips bags include a sensor which can detect alcohol in football fans’ breath. So, when turned on the bag lights up blue, waiting to evaluate the consumers’ breath. In order for the consumers to find out if they are drunk, they have to blow on that sensor which is located at the top of the bag. If it senses alcohol on their breath, the bag turns red; if green, they should be safe to drive.
In case of red light, the bag will show an image of a steering wheel along with the “Don’t drink and drive” message and an Uber code. Thanks to the NFC technology, fans can tap the bag using their phones, in order to call themselves a ride. During and after the 5th February game, Tostitos will offer 10$ off Uber rides on Super Bowl Sunday.
So, in order to take 25.000 cars off the roads in the upcoming days prior to the Big Game, Frito-Lay, the producer of the cheese-favored snacks, will start selling normal Tostitos Scoops chips bags with a 10$ Uber discount code that can be activated by typing the last five digits of the packets’ UPC bar code.
The “party-safe” bag was created by Goodby Silverstein & Partners agency and follows another piece of unique packaging — the “No Choice” bag of Doritos, which was launched just in time for election season. With this campaign, said agency encouraged young Americans to vote on 8th November and in partnership with Rock the Vote reminded them how important this action is.
Credits:
Client: Tostitos
Agency: Goodby Silverstein & Partners
Gif via Giphy.com
