Striped Jumbo Tube
Open the game- Brand
- Kalles Kaviar
- Year
- 2006
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Feels Like
Objective
Abba Seafood's Kalles Kaviar was launching a new 270-gram "jumbo tube" of its striped roe spread in Sweden and wanted the oversized format itself to be the story, not just bigger packaging on a shelf. Instead of running standard banner ads for the rollout, Forsman & Bodenfors built a competitive online game that turned "using more caviar" into the whole point, drawing shoppers in with a prize-driven contest rather than a passive ad.
Solution
Players take the controls of a skier on a browser-based slope built out of open sandwiches, sliding downhill as Kalles roe piles onto every sandwich they pass. The only goal is to spread as much caviar as possible before the run ends. Each run tallies up how much roe landed on the bread, turning that into a score players can compare against other visitors. Top scorers go into a prize draw, so it plays less like a branded demo and more like a quick, repeatable dash you keep retrying to beat your last result.
- 1
The game opens as a promo tied to the launch of Kalles' new 270-gram striped jumbo tube, framing the run as a celebration of that product.
- 2
The player skis downhill over a course made of open sandwiches, controlling the descent as it moves from top to bottom.
- 3
While skiing, the player's goal is to smear as much Kalles caviar onto the sandwiches as possible, leaving behind the biggest mess of roe.
- 4
The run is scored by the total amount of caviar left on the sandwiches, and the player with the highest amount beats the other participants.
