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If you’ve been drinking, this chip bag knows

While ignition interlock devices are the only measure in place that can actually prevent a vehicle from being started by a drunk driver, there are many tools out there that can help detect when you may be intoxicated. Among portable breathalyzers and smart phone apps, now a chip bag might be able to suggest that somebody has had too much to drink.

As reported in Adweek, Frito Lay’s Tostitos is releasing a limited edition “Party Safe” bag that is designed to sense when somebody has had too much to drink. In addition, it may be able to help arrange alternate transportation.

The design is simple. A sensor will detect trace amounts of alcohol on the breath of the person holding the bag. If alcohol is detected, the bag is designed to display a flashing red steering wheel with the words, “don’t drink and drive” below the label on the front of the bag. In addition, the bag will be fitted with near-field communication technology with will allow users to be able to tap their phone on the bag and may be able to arrange for a discounted Uber ride right then and there.

If the bag senses the snacker’s breath alcohol concentration is free of alcohol, a green light will flash.

“We’re proud to introduce to the world the first bag of chips that gets you home safe,” Roger Baran, a creative director at Goodby Silverstein, the agency that designed the bag, told Adweek.

While the technology isn’t designed to be an ultimate deciding factor in whether or not to drive after drinking, it could be a fun addition to any party. It’s crucial to always pre-plan transportation to make sure you have a sober ride home after consuming alcohol.

“Our goal is to remove 25,000 cars from the roads that Sunday evening,” Jennifer Saenz, Frito-Lay’s chief marketing officer told Adweek. “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.”


Category: Drunk Driving

Carly has been with Intoxalock for two years. Her areas of expertise include content marketing and market research within the DUI and ignition interlock sectors. She also has experience overseeing the affiliate partner program at Intoxalock and managing B2B relationships.

Read more posts by Carly Flaws
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