Velveeta's new nail polish smells like cheese

'Pinkies Out' polish is latest extension of 'La Dolce Velveeta' and features two shades and stickers

Published On
Jun 07, 2022

Editor's Pick

When Velveeta repositioned itself from simple cheese alternative to "luxury" lifestyle brand with its award-winning “La Dolce Velveeta” rebrand, it transformed the Shells and Cheese experience into an accessible bit of glamour for one’s dinner ritual. However, mealtime is limited—how can one fully embody “La Dolce Velveeta” after the bowl is licked clean or that gooey golden goodness has passed from one’s digestive tract completely?

Now, the rich life lives on past the table via “Pinkies Out Polish,” a set of cheese-scented nail polishes and stickers from Velveeta and U.K. beauty brand Nails Inc.


Velveeta polish group

The “Pinkies Out Polish” set, made with agency Johannes Leonardo, includes “La Dolce Velveeta,” a rich yellow reminiscent of the cheese product, and “Finger Food,” a sharp red that emulates the brand’s logo. New executions in the campaign show consumers can wear the polish to bring the theme of "indulgence" into their everyday lives.

Images featuring “RuPaul’s Drag Race” contestant Gia Gunn show polished fingers sensibly pouring cheese from a watering can onto a piece of broccoli. Others depict individuals holding a glass of Shells and Cheese during a round of mini-golf, playing a round of Poker or lying in a tub of tortilla chips with a bath tray of Velveeta dip. 

Velveeta_Gia Gunn

“Velveeta is known for its rich, creamy texture and cheesy, melty goodness, so what better way to bring this to life for our fans than with something equally as rich and creamy—nail polish” said Kelsey Rice, senior brand communications manager at The Kraft Heinz Company, in a statement. “Our Velveeta ‘Pinkies Out Polish’ gives pleasure seekers everywhere an irresistible new way to show the world that they are living ‘La Dolce Velveeta’ by living pinkies out.”

The polishes and stickers will be available for sale on Amazon and from Nails Inc. The new brand images, including influencers Jordan Kraig, Elle Dawson, José Hernandez and Cathy Cooper, will run on social media.

Velveeta_Jordan Kraig

Velveeta_Elle Dawson