Dive Brief:
- Frito-Lay said that its Tostitos brand will offer a limited-edition “Party Safe” bag for those watching the Super Bowl. The bag can detect if someone has been drinking, and can help the consumer get in touch with an Uber to get home safe, according to Ad Week.
- Created by Goodby Silverstein & Partners, the bag contains a sensor connected to a device that will detect small traces of alcohol on a person’s breath and turns red in an image of a steering wheel if that’s the case. An Uber code pops us along with a “don’t drink and drive” message. Those who use Uber will receive $10 off the ride on the night.
- In 2015, 45 people died as a result of drunk driving crashes on Super Bowl Sunday.
Dive Insight:
The decision by Tostitos to release this bag for the Super Bowl may be seen as part gimmick. After all, the Super Bowl is a cultural institution, and more than 100 million people are expected to tune in on Feb. 5.
Ad Age reported that Super Bowl ads don’t actually boost purchases—or even increase the intent to purchase—but they do wonders for brand awareness. That could be exactly what Frito-Lay is hoping for — taking some of the post-Super Bowl talk away from Doritos, which has had hit advertisements in recent years.
Not only is this an interesting and high-tech package, but it delivers what consumers are looking for. Research has shown that a functional package helps drive sales. This has a cool component, but it also has a safety-related function: keeping intoxicated drivers off the roads.
Plus, by offering $10 off an Uber ride, this bag of chips appeals to millennials, who regularly travel this way. Parks Associates revealed that nearly a quarter of millennials travel by Uber, and the numbers for ride sharing continue to increase.