How pjur and ORION Turned a Festival Into a Playful Brand Experience

William Brown · 2026-07-24

When you think of music festivals, what comes to mind? Live bands, dancing crowds, maybe a little sunburn. But what if a festival could also be a space to explore sexual wellness in a fun, no-pressure way? That's exactly what happened at the DEICHBRAND Festival in Germany this year, where pjur and ORION teamed up to bring playful brand moments to more than 55,000 visitors. ### A Festival Booth That Broke the Ice The whole idea was simple: meet people where they're at. And where they were at was a massive festival field, ready for music and good times. Instead of a typical booth that just pushes products, pjur and ORION created a space for genuine interaction. - **Wheel of Fortune:** Visitors could spin a wheel to win prizes like pjur SachetCards. It was a low-stakes, high-fun way to get familiar with the brand. - **Mobile Testing Station:** This let people try out the pjur Lust range hands-on, without any awkward sales pitch. - **Pelvic Floor Classes:** Led by Birte Fulde, Head of Brand Marketing at ORION, these sessions mixed education with humor. They tackled body awareness and sexual wellness in a way that felt natural, not clinical. ### The Power of a Little Tattoo But the real genius move? Temporary tattoos. pjur created two custom designs that festivalgoers could apply right at the booth. These weren't just stickers you'd throw away. People wore them all weekend, turning every conversation and selfie into a brand touchpoint. It's a brilliant example of how a simple giveaway can create lasting visibility. ### Why This Matters for the Industry This isn't just a fun story about a festival. It's a case study in how to connect with a modern audience. The values of music festivals—community, openness, personal freedom—align perfectly with pjur's brand philosophy. By partnering with ORION, they showed that sexual wellness doesn't have to be a taboo topic. It can be part of everyday life, even at a rock concert. > "Our long-standing partnership with ORION enables us time and again to bring sexual wellness into new contexts and reach people in an authentic way," says Jennifer Parry, Brand Director at pjur. ### What You Can Learn From This If you're in the adult content or wellness space, take notes. This approach works because it's not about selling—it's about sharing an experience. Whether you're at a festival, a conference, or online, the key is to create moments that feel real. Don't just talk at your audience. Invite them to play, learn, and connect. That's how you build a brand that people actually remember. And remember: the best marketing often happens when you're having fun. So go ahead, spin the wheel. You might just win something unexpected.