health care

Band-Aid Brings Back Tin Boxes For Jingle's 50th Anniversary

Marking this year’s 50th anniversary of its “Stuck on You” jingle and preceding next year’s centennial of its once-standard tin packaging, Kenvue’s Band-Aid has brought back the tin box for a limited-edition celebration.

Called the Jingle Tin, the front of the box displays special “50th Jingle Anniversary” graphics (above), while the back shows the jingle itself:

The Jingle Tin may well become a collectable item, as has been true with previous Band-Aid tins.

Calling the jingle “one of our most distinct marketing assets,” Steven Maseda, Kenvue’s head of U.S. wound care, tells Marketing Daily that “Over the years, we’ve watched consumers proudly repurpose empty tins as canisters, holding everything from more Band-Aid Brand adhesive bandages to marbles and cards.”

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While Kenvue’s predecessor, Johnson & Johnson Consumer, stopped putting Band-Aid in tin packages back in 1994, they have been brought back for other special occasions -- most recently the brand’s 100th anniversary in 2020.  

Noting that much of Gen Z likes to dwell in the past, even a past before their own time, Band-Aid is leaning heavily on social media io support the Jingle Tin. (Last year’s relaunch of the jingle itself garnered over 8 million social views, according to Kenvue.)

“We’re partnering with influencers to share the Jingle Tin with their audiences through trending, relevant content themes like nostalgia, ASMR, comedy and music,” Maseda says.

Other marketing around the special packaging includes its addition at the end of Band-Aid’s main :15 video.

The Jingle Tin is now being sold on Amazon, and starting to roll out in CVS, Walmart and other retail outlets.

Standalone in-store displays, Maseda says, will feature a button that, when pressed, “plays the latest version of our iconic jingle.”

The displays will also include a QR code that brings shoppers to a “Golden Jubilee Sweepstakes,” running through through April 30 with a grand prize of $25,000.
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