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2017 One Show - Direct Marketing

The Breathalyzer Bag

Agency Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles

Client Tostitos
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Annual ID

OS_DI17119M

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 on the road. So Tostitos, the snack that’s at nearly every watch party, changed its product to send football fans a targeted message against drunk driving and created the Breathalyzer bag. 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—helped them call a safe ride by tapping the bag with a phone. It was launched prior to the Super Bowl with posts, a website and a video featuring personal stories like that of an NFL player who lost family members to a drunk driver. The bag was distributed at sports bars and mailed to watch parties.