Super Bowl Sunday is one of the worst days for drunk driving accidents due to all the parties and drinking that occur during the big game.

So, Tostitos, one of the most popular snacks at watch parties, changed its bags to prevent drunk driving that day, creating the first Breathalyzer bag. With a high-sensitivity alcohol sensor, 67 smart LEDs, and a custom-build board, the bag detected alcohol on a person’s breath and thanks to Near Field Communication technology — helped them call an safe ride with a tap of their phone.

With 2.7+ billion media impressions and 13+ million views the campaign featured among the most popular campaigns of the Super Bowl, even though it never aired on TV.

Awards:
SHORTLIST Cannes (5X)
SILVER OneShow UX/UI
BRONZE OneShow PR (Integrated)
MERIT OneShow (5X)
SILVER Andy (Promotional Products)
BRONZE Andy (2x)

Press
Good Morning America (video)
USA Today (video)
Tostitos' New Breathalyzer Chip Bag Is Here to Be Your New Best Friend — Time
Tostitos' New Chip Bag Will Tell You When You're Drunk — Fortune
Tostitos' new bag will monitor your drinking and even call you an Uber — Mashable
Tostitos Made A Bag That Tells You If You're Too Drunk To Drive After The Super Bowl — Fast Co.
Review: The Tostitos pseudo-breathalyzer bag actually works — The Next Web