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Summertime is all about finding the water and cooling down — but if you have a cut or wound, that water can cause pain, infection or worse. 

With an eye on protecting consumers from those risks this summer, Band-Aid Brand has launched its latest innovation: Waterproof Clear Adhesive Bandages. 

And what better place to unveil the product than at a place where fun, sun, water, culture and music all come together: Summerfest.

The Kenvue brand served as the official bandage sponsor at the annual Milwaukee music festival on the shores of Lake Michigan. 

The Band-Aid Brand campaign sought to blend product trial, culture, music, retail, and digital engagement to bring the product to life in a way that blends heritage with modern relevance.

The Waterproof Clear Adhesive Bandages claim to be 100% waterproof, easy to apply and built to stay on through handwashing, swimming, sweating and showering. 

The bandages have a clear, discreet design and a four-sided adhesive seal, which are ideal for active summer days.

Their durability and versatility made Summerfest the optimal setting to put the products to the test with hot temperatures, a lake-side location and multiple water activities like kayaking and a splash pad for the kids. 

“We wanted to create an immersive water experience,” says Steven Maseda, head of U.S. wound care at Kenvue. “The pavilion itself is a great design where it’s almost made to seem like you were entering underwater — blue, translucent, kind of wavy and you see the light fractals come in. We actually named it the ‘Splash Zone.’”

Throughout the nine nights of the festival, Band-Aid Brand saw over 10,000 media, influencers, and consumers engage with the brand’s pop-up activation.

Maseda says an additional 500,000-plus attendees were exposed to the brand’s messaging through festival activation elements including branded misting stations, product dispensers, a custom DJ set and signage. 

About 150,000 samples were distributed across the festival and more than 250 pieces of organic TikTok and Instagram content were shared as a result of visitors’ experiences.

Since Summerfest combines water and music, Band-Aid Brand also thought it would be the perfect place to unveil a festival-ready remix of the iconic “Stuck On You” jingle, written by Grammy Award-winning singer/songwriter Barry Manilow. 

To celebrate the 50th anniversary of the jingle, the remix is available on TikTok, Instagram and Spotify.

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“The jingle is one of those things that has just stood the test of time,” Maseda notes. “From what I heard and saw online, people loved jamming out to it at Summerfest.”

In an appeal to younger generations, Band-Aid also launched a collector’s edition tin that has 50 adhesive bandages with a QR code on the tin itself that actually plays the jingle. 

“The jingle is something that we have no desire to ever walk away from. How many brands are lucky enough to have an asset that has stood 50 years?” Maseda asks.

The campaign was supported by a Kroger partnership across over 140 stores in Wisconsin and Chicago which offered a Summerfest ticket incentive with purchase — driving conversion and brand visibility.

From a healthcare perspective, Band-Aid Brand wanted a product that would outperform other waterproof bandages, but also looked sleeker with its clear look.

“We were finding this missing part of the market, with this clear technology,” states Maseda, adding that the brand’s R&D team was able to make a two-step application process that seals tightly but doesn’t bunch up or fold over when applying.

Aside from the successful Summerfest activation, Maseda sees 2025 as “the year of Band-Aid.” 

The brand has already launched its Pro Heal and Hydro Seal lines, tied in with Disney Classics, Lilo and Stitch and A Minecraft Movie, along with a unique partnership with the Metropolitan Museum of Art for an artist series line.