The Super Bowl’s coming up this weekend, and hundreds of millions of Americans will be tuning in for the game, the halftime show and the food and booze it gives us an excuse to binge on. (No judgment!) But when people get behind the wheel drunk, as research shows we’re up to 77 percent likelier to do on Super Bowl Sunday, the party ends in tragedy — which is what Frito-Lay’s Party Safe chip bags aim to prevent.
The limited-edition bags, created in partnership with Mothers Against Drunk Driving (MADD), come with a sensor that can detect alcohol on your breath. If you’re safe to drive, the bag turns green; if it picks up on booze on your breath, it turns red and delivers the message, “Don’t drink and drive,” and gives a $10 Uber credit to the first 25,000 people who redeem it. You can even tap your phone to the bag to hail a ride.
Pretty cool technology — and definitely a cool idea — but some people seem to think it’s just that: better in theory than reality. Since Tostitos won’t be running a Super Bowl ad, some are calling it a marketing gimmick, and the Twitterverse is having a total field day (“Asking the Cheetos bag for a second opinion when the Tostitos bag tells me I’m too drunk to drive.”). To rely on the bags too seriously, of course, would be silly — it’s not a real Breathalyzer with the capacity to measure your exact blood-alcohol level.
But some are concerned that’s exactly what people might do. One police officer in Lawrence, Kansas, tweeted this warning: “If you have to blow into a Tostitos bag to know if you’re intoxicated, for the love of all that is holy, DO NOT DRIVE.” Well said.