• by Les Luchter , May 6, 2024

Image above: Skai Jackson in Band-Aid's first jingle-centric ad since 2017.

“I am stuck on Band-Aid, ‘cause Band-Aid’s stuck on me.”

Call it an oldie, but a goodie.

Nearly 50 years after its 1975 debut in a commercial starring newcomers John Travolta and Teri Garr, the Band-Aid ad jingle is hot again.

Barry Manilow, who wrote the tune early in his career, is singing it during his current final tour, while Band-Aid itself has revived the jingle in a new ad campaign.

Some things have changed, of course.

Band-Aid is no longer sold by Johnson & Johnson, but by J&J’s recent consumer spinoff Kenvue.

Young & Rubicam, the agency that won a Cleo for the original campaign, is long gone, with Deutsch NY debuting its own work for the brand in a new “Stuck on You” campaign.

And Band-Aid’s advertising is now digital-centric rather than concentrated on broadcast TV.

The move toward digital was already underway in 2008, when five-year-old Skai Jackson co-starred in another iconic Band-Aid spot.

Now Jackson, who achieved fame in Disney Channel’s “Jessie” and “Bunk’d,” helps kicked off the new campaign with a TikTok video in which she sings along with a jingle track, while photos of her similarly dressed in the original spot appear at the end. Users are also invited to sing along to the track for their own postings.

“Stuck on You,” which represents Band-Aid’s first use of the famed jingle since a 2017 TV spot, is the brand’s largest campaign in years, Kamran Shahzad, Kenvue’s head of U.S. Wound Care, tells Marketing Daily.

Beyond getting the TikTok generation “to connect with us for the first time,” he says, the campaign is also using “all priority marketing channels to communicate a cohesive message to consumers.”

He adds, “It was important for us to develop and implement a campaign that feels authentic and relatable to every consumer, staying true to the fun and recognizable elements that older consumers know and love.”

In addition to TikTok, paid and earned media platforms being used include YouTube, Facebook, Instagram and programmatic.

As one of Band-Aid’s “most distinct and well-known marketing assets,” Shahzad says, the jingle was tested on each platform “to ensure our creative not only connected with our loyal customers but also engaged new audiences.” Testing and research also showed that “the sonic asset was highly recognized by American consumers,” he adds.

The ”Stuck On You”campaign is scheduled to run through the end of 2024.