Americans are familiar with Smokey the Bear. He's the one that said, "give a hoot, don't pollute." No, no, that was Woodsy Owl. When you have too many of those childhood mascots, it's easy to get confused.
These are Smoky the chips. It could be they are marketed toward smokers, or people who enjoy fires. It could be that you should also smoke the chips themselves. Oh, it's just boring old smoked cheese potato chips. Ah well.