Tostitos Party Bags
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The Superbowl is just days away and New England Patriots and Atlanta Falcons’ fans across the country are gearing up for one of the biggest sporting events in the world. But, NFL fans are not the only ones preparing for the big game. Tostitos announced a new partnership with Mothers Against Drunk Driving (M.A.D.D.). The partnership includes limited-edition “Party Safe” bags. A new marketing strategy that hopes encourage people to “think twice before drinking and driving”.

Just in time for the Super Bowl, Tostitos will nationally release Tostitos bags that tell people if they are too drunk to drive. In addition, 25,000 football fans will be able to receive $10 off an Uber ride on Sunday, February 5th.

The “Party Safe” bag will feature an alcohol sensor. The sensor will remind people to not drink and drive. The bag’s alcohol sensor will turn green if alcohol is not detected. But, will turn red if it is. It will then reveal a code for a $10 off an Uber ride along with a “Don’t drink and drive” message.

Jennifer Saenz, Frito-Lay chief marketing officer said, their goal is to remove 25,000 drunk drivers from roads during the Super Bowl. “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. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride,” Saenz said.

Football fans can visit their local store to purchase a bag of Tostitos and participate in the new awareness campaign.

According to a 2014 study, the average blood alcohol content during Super Bowl Sunday is .091%, which is higher than the legal limit for driving while intoxicated. In fact, it is the second biggest drinking day behind New Year’s Eve.

The study continued by saying that Montana, North Dakota, South Carolina, and Rhode Island have the highest percentage of drivers involved in fatal crashes with a blood alcohol of .08 or higher.