The Super Bowl often brings with it a spike in drunk driving—but this year, Frito Lay is doing something about it.
The company has teamed up with Uber and Mothers Against Drunk Driving for a marketing stunt to bring awareness to this fact—and perhaps, even combat it.
The stunt? A Tostitos bag that can tell you if you’re too drunk to drive.
Frito Lay is making a limited number of the bags, and they’re not available in retail stores. They’re probably part of on-site bar promotions for the big game.
The promotion has sparked skepticism, notably from two Kansas police departments, which received its own PR boost for the interaction:
If you have to blow into a Tostitos bag to know if you’re intoxicated, for the love of all that is holy, DO NOT DRIVE https://t.co/gnTcIIL7Oj
— Lawrence Police (@LawrenceKS_PD) January 26, 2017