Breathe Into the Bag on Super Bowl Sunday

What do you do when you’re in the bag on Superbowl Sunday? You dial in an Uber ride, or call a cab.

But how do you know if you’re drunk enough to not drive? Breathe into the bag!

Created for PepsiCo’s snack brand by Goodby Silverstein & Partners, these limited-edition bags contain a sensor connected to a microcontroller calibrated to detect small traces of alcohol on a person’s breath. When any trace of alcohol is detected, the LEDs turn red and form a steering wheel, revealing an Uber code and a “Don’t drink and drive” message.

Thanks to near-field-communication (NFC) technology, fans can also call for free rides by simply tapping their bags with their phones.

Together with Mothers Against Drunk Driving (MADD) and Uber, Tostitos will offer party-goers $10 off their Uber ride, providing over 25,000 safe rides. The rides—redeemable through all participating Tostitos bags nationwide—will be available during and after Sunday’s game, February 5.