These Tortilla Chips Could Save You From A DUI

By

Automotive Editor

Patrick learned to drive on the Detroit freeways with side classes in the Pennsylvania hills. He spent the summer after graduation from the University of Dayton practicing his German-language skills and air-tool technique on the BMW M motor assembly line. An alumnus of the Jalopnik Automotive Media Global Domination Brigade, he currently resides in Manhattan and teaches mathematics when not pondering the state of the vehicular world. 

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, Automotive Editor - January 26, 2017

Partying during the Super Bowl is a classic American tradition. Unfortunately, drunk driving incidents have a terrible tendency to spike after all those parties on Super Sunday. But the bag of tortilla chips you buy for that party wants to help prevent a costly or tragic arrest. Seriously.

AdWeek reports that in an inspired – and slightly awe-inspiring – bit of tech-assisted awareness-raising, Frito-Lay and advertising agency Goodby Silverstein and Partners have created an alcohol-sensing Tostitos bag that can detect whether a person has been imbibing and then assist with calling an Uber.

The bag contains not only chips but a sensor and processor array which can detect alcohol on a person's breath. If the bag picks up the residual fumes of your Bud Light or margarita consumption, it will flash a red LED-illuminated "Don't Drink And Drive" graphic and display an Uber discount code. If necessary, the bag can also use near-field communications technology to summon the ride-sharing service when a smartphone is tapped against it. More stable hands can enter the bag's UPC code on Uber's app and get a $10 discount for the ride courtesy of a partnership with Mothers Against Drunk Driving.

Tostitos

The bag does not have a full Breathalyzer capability; it merely senses the presence of ethanol fumes instead of measuring their quantity. That said, the ability to do accurate biophysical measurements may be asking too much of a snack-food wrapper.

The bags will be in wide distribution in time for the kickoff between the Atlanta Falcons and the New England Patriots on February 5th; Frito-Lay chief marketing officer Jennifer Saentz says that the effort is intended to keep upwards of 25,000 drivers off the road that evening.

, Automotive Editor

Patrick learned to drive on the Detroit freeways with side classes in the Pennsylvania hills. He spent the summer after graduation from the University of Dayton practicing his German-language skills and air-tool technique on the BMW M motor assembly line. An alumnus of the Jalopnik Automotive Media Global Domination Brigade, he currently resides in Manhattan and teaches mathematics when not pondering the state of the vehicular world. 

Follow On: Twitter | Google+ | Website