In a unique package that can analyze breath, Tostitos is collaborating with Uber, Mothers Against Drunk Driving (MADD), and Tennessee Titans’ pro football player Delanie Walker. An estimated 70% of accidents on Super Bowl game day are alcohol-related. The social responsibility campaign is aimed at Super Bowl watchers to help them get home safely using a “party safe” Tostitos bag. (Walker’s aunt and uncle were killed in a drunk driving accident when he was playing in the 2013 Super Bowl for the 49ers.)
How does it work? When someone breathes into the bag, it can detect alcohol on their breath and then summon an Uber ride to get the customer home safely. If you’re ok to drive, the bag lights up green. But if you shouldn’t be driving, the bag flashes a red steering wheel with the message “Don’t drink & drive.” The party safe bag also offers a $10 discount on the ride home.
While the package isn’t commercially available for public purchase yet, it should be. As Walker stated in the video, “have a game plan for the big game.”
Group Activities and Discussion Questions:
- Discuss how companies can help promote safety and social responsibilities. What are some of the campaigns that students have seen?
- Pose a question to students: Do they have knowledge of someone (perhaps themselves) who should not have been driving at some time? What are the responsibilities of friends, bars, restaurants, and companies to provide safety?
- Show the Tostitos site and video: https://www.thatshowweparty.com/#intro
- What do students think about this?
- Divide students into teams. Have each team brainstorm about other products and brands that could build social responsibility campaigns such as this one.
Source: Brandchannel.com, USA Today