Band-Aid launches Waterproof Clear Adhesive Bandages
Band-Aid brand is officially launching its newest innovation—Waterproof Clear Adhesive Bandages—with a fully integrated effort anchored by Summerfest 2025, where Band-Aid Brand is the official bandage sponsor.
The new campaign blends product trial, culture, music, retail and digital engagement to bring the product to life in a way that blends heritage with modern relevance.
Band-Aid brand Waterproof Clear Adhesive Bandages are 100% waterproof, easy to apply and built to stay on through handwashing, swimming, sweating and showering, making Summerfest the optimal setting to put them to the test with hot temperatures, a lake-side location and multiple water activities like kayaking and a splash pad for the kids, Band-Aid brand said. They have a clear, discreet design and a four-sided adhesive seal.
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The brand is also continuing to lean into nostalgia and drive cultural relevance with a festival-ready remix of its Stuck On You jingle. To celebrate the 50th anniversary of the jingle, the remix is available on TikTok, Instagram and Spotify and is making its live debut at Summerfest’s Sound Waves DJ Series, all nine nights of the festival.
The integrated campaign includes:
Pop-up experience – The “Splash Zone” at Weekend 1+2 of Summerfest invites festivalgoers into a pool-inspired oasis with photo opps, giveaways and product education.
Product trial – Sampling all three weekends at high-traffic, water-adjacent areas at Summerfest including the kayaking station, splash pad, amphitheater and Grab & Go store.
“Stuck On You” jingle remix – The new festival-ready remix debuts each night of Summerfest at the Sound Wave DJ Series, rooted in the energy of TikTok and festival culture.
[Related: Band-Aid Brand revisits classic tin packaging in new campaign]
Digital and social engagement – A national sweepstakes, creator content and TikTok/Spotify sound integration amplify the campaign beyond the festival grounds.
Retail integration – A Kroger partnership across 140+ stores in Wisconsin and Chicago offered a Summerfest ticket incentive with purchase, driving conversion and brand visibility.