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2017 ADC Awards - Advertising

The Breathalyzer Bag

Agency Goodby Silverstein & Partners / San Francisco + Anonymous Content / Los Angeles + Stitch / Santa Monica

Client Tostitos
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Annual ID

ADC_ADV17024B

About the Work

Super Bowl Sunday is one of the most anticipated days of the year, but it’s also one of the most dangerous times to be on the road. So Tostitos, the snack that’s at nearly every watch party, changed its product to prevent drunk driving on Super Bowl Sunday and designed the limited-edition Breathalyzer bag—a custom-made promotional item. With a high-sensitivity alcohol sensor, 67 smart LEDs and a custom-built circuit board, the bag detected alcohol on someone’s breath, revealed an Uber code and—thanks to NFC technology—called a safe ride when they tapped the bag with a phone. It was launched prior to the Super Bowl with posts, a video featuring personal stories like that of an NFL player who lost family members because of a drunk driver. The bag was distributed at sports bars and sent to watch parties—an entertaining addition to any event.