• by Les Luchter , July 1, 2025

Band-Aid has helped launch its latest product, Waterproof Clear Adhesive Bandages, through a marketing blitz at Summerfest, a three-weekend, nine-day event held in downtown Milwaukee that’s billed as “The World’s Largest Music Festival.”

Where does water fit into that urban setting?

Summerfest is located along the shoreline of Lake Michigan, and the Kenvue brand’s activities include its own “Splash Zone” where festival-goers can “snap underwater illusion photos, score free swag and enjoy waterproof fun.” The brand also set up kiosks to distribute the new product near other watery Summerfest areas like a kayaking site.

“The festival’s large crowds and the high likelihood of attendees getting wet and sweaty make it a perfect setting to showcase the durability and reliability of our new waterproof bandages,” Steve Maseda, Kenvue’s head of U.S. wound care, tells Marketing Daily.

Also at the festival, which has concluded its first two weekends, Band-Aid is official brand sponsor of a nightly “Sound Waves DJ Series,” which kicks off with a Gen-Z-targeted remix of the brand’s 50-year-old “Stuck on You” jingle. The remix has also been dropped on TikTok,Instagram and Spotify .

On the first weekend alone, Maseda reports, the brand distributed more than 50,000 samples and tracked nearly 200 organic social media posts.

That first weekend also included an appearance by content creator and Band-Aid partner Niki Patton, who Maseda notes is continuing to promote the brand on her social media following Summerfest. Band-Aid will also be collaborating with additional lifestyle, fitness and sports influencers in the weeks ahead, “showcasing how Waterproof Clear Adhesive Bandages are their top choice for daily activities,” he says.

Prior to Summerfest, Band-Aid paved the way for Summerfest through both a sweepstakes and a Kroger tie-in.

The sweepstakes, which ran on Instagram, awarded five winners with two front-row wristband admission tickets, six general admission tickets, a $300 prepaid card, product, and branded swag.               

During a three-week period spanning May and June, Band-Aid joined Kroger’s annual Summerfest promotion, which took place this year at 140 stores in Wisconsin and Chicago. Shoppers spending $25 on participating brands, which included Band-Aid, had the chance to win two Summerfest tickets. The brand says his drove both conversion and visibility.

Summerfest’s final weekend takes place this Thursday through Saturday, July 3-5.

Band-Aid, new to Summerfest, is one of over 100 SummerFest partners, which include American Family Insurance as presenting sponsor, seven beer brands and 35 media companies.