How pjur and ORION Turned a Music Festival into a Brand Experience

Emily Johnson · 2026-07-24

When you think of music festivals, you probably picture crowded stages, muddy boots, and ear-splitting bass. But at the DEICHBRAND Festival in Germany, something a little different was happening. With over 55,000 visitors, this massive festival became the stage for something more than just music. pjur, a leader in sexual wellness products, teamed up with ORION to create brand moments that felt less like advertising and more like genuine fun. You don't need to be a marketing genius to see why this worked. Festivals are all about openness, community, and letting loose. pjur's brand values line up perfectly with that vibe. Instead of pushing products in people's faces, they found ways to connect naturally. And that's the kind of marketing that sticks. ### Playful Interactions at the Festival Booth The heart of the action was the festival booth. pjur and ORION set up a wheel of fortune where visitors could spin and win products like pjur SachetCards. It was simple, low-pressure, and fun. People love a game, and this one gave them a reason to stop and chat. But they didn't stop there. A mobile testing station let visitors explore the pjur Lust range up close. You could touch the products, ask questions, and learn without feeling like you were being sold to. It was hands-on in the best way possible. And to top it off, Birte Fulde, Head of Brand Marketing at ORION, led pelvic floor classes. She talked about body awareness and sexual wellness with humor and honesty. It opened up conversations that might have felt awkward otherwise. ### Creative Giveaways That Went Beyond the Booth Giveaways are a festival staple, but pjur and ORION took them to another level. They handed out temporary tattoos designed by pjur. Two custom designs were so popular that most visitors put them on right there. By the end of the weekend, those tattoos were everywhere. You'd see them on arms, shoulders, and even foreheads. This wasn't just about free swag. Every tattoo was a walking billboard, but it felt personal. People chose to wear them because they liked the design and the story behind it. That's the kind of brand loyalty you can't buy. It turned festival-goers into brand ambassadors without them even realizing it. ### Connecting Festival Culture with Brand Values Music festivals are about more than music. They're spaces where people feel free to be themselves. pjur's philosophy is built on the same ideas: openness, personal freedom, and community. The partnership with ORION at DEICHBRAND showed how well these values can blend with festival culture. Jennifer Parry, Brand Director at pjur, put it perfectly: "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. The DEICHBRAND Festival provided the perfect setting for this. Together, we were able to show that education, high-quality products and festival fun go perfectly hand in hand." This collaboration proved that brands don't have to shout to be heard. By showing up with genuine interactions and creative touches, pjur and ORION turned a festival into a meaningful brand experience. And that's a lesson any marketer can learn from.