The "Party Safe" Bag

Just in time for the Super Bowl Tositos launched its "Party Safe" bag with the help of MADD to help prevent drunk driving. These bags were equipped with a breathalyzer that detected alcohol on your breath and would turn the bag read as shown above, there was also a code within the bag that would give you a discount on an Uber if you simply set your phone on top of the bag with Uber open. This ad represents quite a departure from Tostitos typical comedic work for the super bowl, but shows how just about every brand is buying into this social opportunity while everyone is still politically inclined after the election.

Strengths: The ad starts out as serious as a short film might, but allows you to engage before shifting into the more somber reality of drunk driving. The integration of the product with the TV spot was a great idea, and helps position Tostitos as a socially conscious brand.

Weaknesses: The version I saw was a 90 second spot, and I'm not sure it takes that long to tell this story—however cool it might be. Also in my opinion the end could've been a bit lighter or they could've played up the Uber feature more, because this ad leaves you in quite a somber, reflective mood which doesn't mix well with Tostitos.

Target: Millennials, and tech savvy adults

Insights:

1. People eat tostitos when they drink, often to mitigate the drinking

2. People are poor at planning, and telling if they're safe to drive

Purpose: Impacting Society — save lives, keep drunk drivers off the road

Positioning: The main stream junk-food chip maker, turned conscious social advocate

Personality: Compassionate, Helpful, Friendly