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Via Adweek:

Doritos might have crashed out of the Super Bowl after a decade of fun ads, but Frito-Lay still has a few party tricks up its sleeve for this year’s big game. The chip maker’s Tostitos brand has made a limited-edition “Party Safe” bag that can tell when you’ve been drinking, and will help you get home safely from that Super Bowl party.

The special bag, created by Goodby Silverstein & Partners, comes equipped with a sensor connected to a microcontroller calibrated to detect small traces of alcohol on a person’s breath. If any alcohol is detected, the sensor turns red and forms the image of a steering wheel, along with an Uber code and a “Don’t drink and drive” message.

The bag also uses near-field communication (NFC) technology, allowing fans to tap the bag with their phone to call a ride. With Uber and Mothers Against Drunk Driving, Tostitos will offer party goers $10 off their Uber ride during and after the Feb. 5 game.

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