Tostitos tortilla chips are all about the party. The popular snack food from Frito-Lay can often be found at the center of social gatherings. For the 2017 Super Bowl, Tostitos was all about keeping the party safe as well. The brand’s limited-edition 2-oz Party Safe bag, designed by advertising agencyGoodby Silverstein＆Partners，used smart technology to remind football fans not to drink and drive after the party. It also gave them a way to get home safely if they had imbibed too much.
Unlike Tostitos’ typical brightly colored background, the Party Safe bag was black, with a sensor near the top and the instructions “blow here.” The sensor was connected to a microcontroller calibrated to detect small traces of alcohol on a person’s breath. When any trace was detected, LEDs in the bag would turn red and form a steering wheel, revealing an Uber code and a “Don’t drink and drive” message. Using NFC technology, fans could then touch the bag with their phone to call for a free Uber ride. If no alcohol was present, a green steering wheel would be revealed. In “standby” mode, the steering wheel was blue.
确保即使是那些不够幸运的人仍然可以安全地回家，Tostitos也与母亲反对醉酒驾驶（Madd）合作，为优步骑在超级碗周日提供党 - 乘坐10美元的优惠，2017年2月5日，通过在几乎每一袋Tostitos芯片的背面使用条形码。提供给Uber的新客户和现有客户的优惠，但仅限于输入代码的前25,000名用户。
宣布党安全包晋升后，聘请首席营销局Jennifer Saenz表示，“我们的目标是从星期天晚上从道路上移除25,000辆车。无论是在朋友家还是在当地酒吧看大型游戏，保险箱家都只是少数，轻松的水龙头。只需在UBER应用程序中输入参与的Tostitos UPC代码，全国范围内的粉丝可以获得10美元的优步骑行。“
“Having a good time and being safe go hand in hand,” said Delanie Walker, professional football Tight End and MADD volunteer, whose aunt and uncle were killed by a drunk driver after watching him play in the 2013 Super Bowl. “Drunk driving is 100 percent preventable. Thanks to Tostitos and Uber, it’s easier than ever to make a safe choice if your plans include alcohol.”
