Tostitos created the "Party Safe" bag – a bag of Tostitos chips featuring an alcohol sensor that acts as a reminder for people to not drink and drive after the party so everyone gets home safely.
For those who cannot find one of the limited-edition bags, Tostitos also partnered with Mothers Against Drunk Driving (MADD) to offer party-goers USD10 off an Uber ride on Sunday, February 5 by using the barcode on the back of nearly every bag of Tostitos chips. This offer applies to both new and existing customers of
Uber, but will be limited to the first 25,000 users who enter the code. The campaign is targeting the Super Bowl, which takes place February 5.
"Our goal is to remove 25,000 cars from the roads that Sunday evening," said Jennifer Saenz, Frito-Lay chief marketing officer. "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 USD10 off an Uber ride."