Brand partners with influencer Ashtin Earle to promote snacking with smudge-free nails 60 seconds after painting
Wingstop Inc. has partnered with OPI RapiDry Quick-Dry Nail Polish for a pre-Super Bowl promotion, the company said Thursday.
The Dallas-based wing brand teamed with Los Angeles-based OPI to introduce the “Snack in :60 Challenge,” inviting customers to dine smudge-free 60 seconds after they paint their nails.
“Our fans love to express themselves from the flavors they choose to be sauced-and-tossed on our wings, down to their nail color,” Mark Christenson, Wingstop’s chief revenue officer, said in a statement. “With the Snack in :60 Challenge with OPI, we are satisfying the cravings of our young fans, solving for the cultural truth that no one wants to wait long for their nails to dry or to dig into their Wingstop.”
Content creator Ashtin Earle will kick off the Snack in :60 Challenge Friday on TikTok. Customers will have a chance to join her and take on the challenge at home with the OPI RapiDry x Wingstop Snack in :60 Kit, which includes two shades of OPI RapiDry Quick-Dry Nail Polish, a 60-second timer, and a Wingstop gift card.
“After seeing countless videos on social media of fans expressing their smudge-stration, we knew we needed to answer their demands and deliver an innovation that clapped back at smudges,” Lori Pantel, chief marketing officer for Wella North America, said in a statement. “RapiDry Quick-Dry Nail Polish does just that, and our collaboration with the iconic Gen-Z favorite Wingstop during Big Game season invites fans to indulge in their favorite game day snack just seconds after painting their nails.”
The kits will be available at Snackin60.com Friday at noon and will be offered through Wednesday, Feb. 5, at 9 p.m. EST.
“I’m always rushing out the door, so when I heard OPI was launching a product that could give me smudge-proof nails in 60 seconds, I knew I had to try it out,” said Earle. “I love OPI nail polish and Wingstop, and I can’t wait to see how everyone on TikTok takes on the challenge with their Snack in :60 Kits.”
Last year, McDonald’s Corp. teamed with Nails.Inc., a U.K.-based nail brand founded in 1999, for a promotion
Domino’s Pizza teamed with nail polish brand Olive & June for an Emergency Pizza kit in October.
Wingstop, founded in 1994, has more than 2,450 locations worldwide.
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