Kettle Chips: Extra In A Good Way

Role

Game Designer & Art Director

Play Here

Overview

Kettle Chips approached Tresensa to create a playable ad promoting their campaign Extra In A Good Way. The campaign aimed to highlight the bold flavors and satisfying crunch of their product through a playful and engaging experience.

Concept Development

Challenge

How to embody "extraness" in a mobile game?

Solution

Two ideas were conceptualized:

• Jumping Over Flavors: A potato jumps and collides with flavors, transforming explosively into chips.

• Circus Cannon: Users shoot a potato from a cannon to hit ingredients, creating fun and exaggerated visuals.

The second idea was selected for its simplicity, accessibility, and alignment with Kettle Chips' playful branding.

Final Concept

In the polished game:

• Players fire a potato cannon by tapping the screen.
• Hitting ingredients causes them to explode into chips, filling a Kettle Chips bag.
• The cannon transforms into a platform to bounce the potato and keep it in play.
• Each level introduces new ingredients tied to specific flavors.

Gameplay

The game consists of three levels, reflecting the brand’s promoted flavors. It has no fail state, ensuring players remain engaged until completion.

• Aiming & Shooting: Drag to aim, tap to fire.
• Platforming: Use the cannon as a platform to keep the potato in play.
• Progression: Fill the progress bar by collecting chips to advance.

Visual Storytelling

Each level design reinforced the brand identity with:

• Bold visuals emphasizing flavors and fun.
• Exaggerated animations of ingredients exploding into chips.
• A celebratory end-screen redirecting users to product pages.

Results

• Campaign Dates: Mar 22 - Jun 18, 2021
• Impressions: 1,386,599,079
• Engagements: 236,875,622
• Engagement Ratio: 17.08%
• Completion Ratio: 10.92%

The metrics highlight the campaign’s success in capturing user attention and driving interaction.

Key Takeaways

• Simplified Mechanics Drive Engagement: Familiar gameplay ensured accessibility for a broad audience.
• Brand-Integrated Design: Aligned visuals and mechanics with the brand’s tone for a cohesive experience.
• Engagement-Focused: No fail state kept users engaged longer, supporting campaign goals.

This project showcased how playful design can amplify a brand’s message, making Kettle Chips Extra In A Good Way.