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

Emily Johnson · 2026-07-24

When you mix a massive music festival with a bold brand partnership, you get something special. That's exactly what happened at the DEICHBRAND Festival in Germany, where over 55,000 people gathered for live music, good vibes, and unexpected moments. pjur, the well-known sexual wellness brand, teamed up with ORION to create an experience that went way beyond a typical booth or giveaway. Instead, they focused on real connection, playful interaction, and genuine education. This wasn't just about slapping a logo on a banner. It was about showing up in a way that felt natural and fun. And honestly, that's a lesson any brand can learn from. ### Playful Interaction That Actually Worked At the festival, pjur and ORION set up a booth that was anything but boring. They brought a wheel of fortune where visitors could spin and win products like pjur SachetCards. Think about that: instead of just handing out samples, they made it a game. People love games, especially when there's a chance to win something cool. It created a relaxed, informal vibe where festival-goers could engage with the brand without feeling pressured. But they didn't stop there. They also had a mobile testing station where visitors could explore the pjur Lust range up close. This was smart because it let people touch, feel, and learn about the products in a hands-on way. No awkward sales pitch, just a chance to discover something new. ### Pelvic Floor Classes? Yes, Really. One of the most surprising and valuable parts of the experience was the pelvic floor classes led by Birte Fulde, Head of Brand Marketing at ORION. She shared knowledge about body awareness and sexual wellness in a way that was both understandable and humorous. It opened up new perspectives for visitors who might never have thought about pelvic health in a festival setting. Here's why this matters: festivals are all about freedom and self-expression. By bringing in an educational element that's often considered taboo, pjur and ORION showed they're serious about breaking down barriers. They created a natural dialogue around sexual wellness, which is exactly what the industry needs more of. ### Creative Giveaways That Went Viral (Literally) Giveaways at festivals are nothing new, but pjur and ORION took it up a notch. They distributed specially designed temporary tattoos, with pjur contributing two unique designs. These weren't just random stickers; they were thoughtful, creative pieces that festival-goers actually wanted to wear. Here's the genius part: most people applied the tattoos right there at the booth. So throughout the weekend, thousands of visitors were walking around with pjur branding on their skin. That's organic, high-visibility marketing that money can't buy. It turned every tattoo into a walking billboard, but in a way that felt fun and personal. ### Why Festival Culture and Brand Values Align Perfectly Music festivals are all about community, openness, and personal freedom. These values are deeply rooted in pjur's brand philosophy. The collaboration at DEICHBRAND Festival showed how a brand can authentically integrate into a cultural event without feeling forced or commercial. As Jennifer Parry, Brand Director at pjur, put it: "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 partnership isn't new. pjur and ORION have been working together for years, and this event is just one example of how they keep finding fresh ways to connect with people. Whether it's through wheel of fortune games, pelvic floor classes, or creative tattoos, they prove that brand experiences don't have to be boring. ### Key Takeaways for Marketers If you're a brand looking to make an impact at events, here are a few things you can learn from pjur and ORION: - **Make it interactive**: Games and activities draw people in and create positive associations. - **Educate without preaching**: Pelvic floor classes might sound niche, but they provided real value in a fun way. - **Think beyond the booth**: Temporary tattoos extended the brand's reach far beyond the festival grounds. - **Stay authentic**: The values of the festival and the brand aligned naturally, making the partnership feel genuine. The DEICHBRAND Festival 2026 was more than just a music event. It was a playground for brand innovation, and pjur and ORION showed how to play the game right.