MILWAUKEE – BAND-AID® Brand is turning up the heat—and the nostalgia—at this year’s Summerfest as it officially launches its newest innovation: Waterproof Clear Adhesive Bandages. The fully integrated campaign, anchored by the brand’s sponsorship of the iconic music festival, combines product sampling, music, retail partnerships, and digital engagement to make a splash with festivalgoers and beyond.
Designed for summer fun, the new bandages are 100% waterproof, easy to apply, and built to stay on through swimming, sweating, showering and more. Their clear, discreet design with a four-sided adhesive seal makes them ideal for active outdoor days, especially during the festival’s lakeside setting filled with water activities like kayaking and splash pads.
To bring the launch to life, BAND-AID® Brand is tapping into the power of pop culture with a modern remix of its beloved Stuck On You™ jingle, celebrating its 50th anniversary. The remix is available on TikTok, Instagram and Spotify and is making its live debut at Summerfest’s Sound Waves DJ Series, all 9 nights of the festival.
Campaign highlights include:
- The Splash Zone Pop-Up: A pool-inspired activation on Summerfest weekends 1 and 2, featuring photo ops, giveaways, and product demos.
- Live Sampling: Bandages will be sampled across all three festival weekends at high-traffic, water-adjacent zones like the amphitheater, splash pad, and kayaking stations.
- Music and Social Integration: The "Stuck On You™" remix anchors the campaign’s digital efforts, amplified by creator content, TikTok challenges, and a national sweepstakes.
- Retail Tie-In: Through a partnership with Kroger, over 140 stores across Wisconsin and Chicago offered free Summerfest tickets with product purchases, boosting visibility and sales.
“This campaign is about blending our trusted heritage with the energy of summer and music culture,” said Jordan Mojka Delricco, Senior Brand Manager at BAND-AID® Brand. “We’re excited to connect with consumers in a fresh, memorable way.”
