Just in time for the biggest sporting event of the year, the company has partnered with Mothers Against Drunk Driving and Uber to create a bag of chips that doubles as a breathalyzer. The limited edition "Party Safe" bags have a sensor that can detect traces of alcohol in a user's breath. When the bag is used by someone who has been drinking, LED lights on the bag turn red, form the shape of a steering wheel, and reveal a reminder not to drive while impaired along with a code that can be used for a discounted Uber ride. The bags also have NFC tags that allow any smartphone and tablet users to easily access the Uber promotional code by simply tapping the bag with their device.
The campaign's ultimate goal is to reduce the shockingly high number of instances of drunk driving that occur around the Super Bowl on an annual basis. According to the National Highway Safety Administration, 45 people were killed in drunk driving accidents in 2015 alone.
Although these bags are reportedly difficult to obtain and will only be issued for a limited time, the campaign has succeeded in creating considerable buzz about a relevant problem. Hopefully, those who have read about this effort to end drunk driving will think twice before contributing to the problem this Sunday — even if they don't have a breathalyzer bag on hand.
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