The bag also flashes an Uber code and contains technology that allows the holder to tap their phone against it to order an Uber for $10 off during and after the Super Bowl Feb. 5.
"We're proud to introduce to the world the first bag of chips that gets you home safe," Roger Baran, a Goodby Silverstein & Partners creative director, told Adweek "For a football fan, there is a lot of emotion involved with a game. It's easy to drink more than you planned. And a lot of times all you need to stop short of driving after drinking is a friend who calls you off. On Sunday of the big game, we want Tostitos to be that friend."
Frito-Lay said it is aiming to reduce the number of impaired drivers on Super Bowl Sunday, and even customers without the limited-edition bags will be able to snag the Uber discount.
"Our goal is to remove 25,000 cars from the roads that Sunday evening," said Jennifer Saenz, Frito-Lay's chief marketing officer. "Whether watching the big game at a friend's house or at a local bar, a safe ride home is just a few easy taps away. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride."