How pjur and ORION Turned a German Music Festival Into a Brand Playground

William Brown · 2026-07-24

When you think of a massive music festival, you probably picture crowds, loud bands, and maybe some questionable food. But what if that same festival also became a space to learn about sexual wellness in a fun, no-pressure way? That's exactly what happened at the DEICHBRAND Festival in Germany, where pjur and ORION teamed up to create an experience that blended festival culture with brand interaction. With over 55,000 people attending, DEICHBRAND is one of Germany's biggest music festivals. It's a place where individuality is celebrated and shared experiences bring people together. pjur and ORION saw this as the perfect opportunity to connect with a community that values openness and personal freedom. ### Playful Interaction at the Festival Booth The strategy was simple: make it fun. Instead of just handing out flyers or samples, pjur and ORION set up a wheel of fortune where festival-goers could win products like pjur SachetCards. It was a low-key, playful way to get people to stop by and check out what the brand is all about. There was also a mobile testing station where visitors could try the pjur Lust range and learn about the products directly from knowledgeable staff. This hands-on approach made the experience feel less like a sales pitch and more like a genuine conversation. ### Pelvic Floor Classes? At a Festival? Birte Fulde, Head of Brand Marketing at ORION, led pelvic floor classes that mixed education with humor. It sounds unusual, but it worked. The classes opened up new perspectives on body awareness and sexual wellness, making a topic that can feel awkward feel totally natural in a festival setting. ### Creative Giveaways That Traveled the Festival Temporary tattoos were another hit. pjur contributed two designs that were so popular, most people applied them right at the booth. These tattoos became walking billboards, creating brand touchpoints far beyond the booth itself. Festival-goers wore them all weekend, spreading the pjur name organically. ### Why This Partnership Works Music festivals are all about community, openness, and personal freedom. Those values align perfectly with pjur's brand philosophy. The long-standing partnership between ORION and pjur allows them to create formats that reach people where they're most receptive. Jennifer Parry, Brand Director at pjur, summed it up well: "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." ### Key Takeaways for Brands - **Make it interactive**: Games and hands-on experiences create natural engagement. - **Educate with humor**: Pelvic floor classes at a festival? It made the topic approachable. - **Use creative giveaways**: Temporary tattoos turned festival-goers into brand ambassadors. - **Align with event values**: When your brand fits the festival's vibe, the connection feels authentic. This collaboration proves that brand experiences don't have to be boring or pushy. With a little creativity, even a topic like sexual wellness can become part of the festival fun.