How pjur and ORION Turned a German Music Festival Into a Sexual Wellness Playground

Emily Johnson · 2026-07-24

When you think of music festivals, you probably picture muddy fields, loud guitars, and maybe a questionable burger. But at this year's DEICHBRAND Festival in Germany, something unexpected happened: sexual wellness took center stage. With over 55,000 people flooding the grounds, pjur and ORION teamed up to create brand moments that felt less like marketing and more like genuine fun. And honestly, it worked. ### Why Festivals Are Perfect for Sexual Wellness Brands Music festivals are about freedom, community, and letting loose. Those same values are at the heart of pjur's philosophy. So instead of just setting up a boring booth with pamphlets, they went all in on interactive experiences. The result? Real conversations, real laughs, and a whole lot of temporary tattoos. ### What Happened at the Festival Booth Walking up to the pjur and ORION booth, you'd find a wheel of fortune spinning with prizes. Winners walked away with pjur SachetCards - those handy little sample packs that let you try before you buy. No pressure, just good vibes. But the real magic happened at the mobile testing station. Visitors could actually try products, ask questions, and learn about the pjur Lust range in a relaxed setting. No awkward sales pitch, just a friendly chat with someone who knows their stuff. **Highlights from the booth:** - Wheel of fortune with instant prizes - Hands-on product testing station - Pelvic floor classes (yes, really) - Custom temporary tattoos that became festival accessories ### Pelvic Floor Classes? Seriously. One of the most surprising elements was the pelvic floor class led by Birte Fulde, Head of Brand Marketing at ORION. She brought humor and real knowledge to a topic that usually feels clinical or embarrassing. Visitors learned about body awareness and sexual wellness in a way that was actually fun. Think about it: how often do you get to laugh while learning about your pelvic floor at a music festival? Probably never. That's exactly the point. ### Temporary Tattoos That Went Everywhere pjur designed two temporary tattoo designs that were distributed at the ORION booth. They were so popular that most visitors applied them on the spot. And those tattoos didn't just stay at the booth - they traveled across the festival grounds all weekend long. Every tattoo became a walking billboard, but in a way that felt authentic. People wore them because they liked them, not because they were paid to. That's the kind of organic brand love you can't buy. ### Why This Partnership Works pjur and ORION have been working together for years, and this festival activation shows why. They understand that sexual wellness isn't just about products - it's about creating spaces where people feel comfortable talking about 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," says Jennifer Parry, Brand Director at pjur. "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." ### What We Can Learn From This This isn't just a feel-good story about a festival. It's a masterclass in brand activation. Here's what pjur and ORION got right: - **They met people where they are.** Instead of expecting festival-goers to seek them out, they brought the experience to the crowd. - **They made it interactive.** A wheel of fortune and product testing beat a brochure every time. - **They educated without being boring.** Pelvic floor classes at a festival? Bold move that paid off. - **They created shareable moments.** Temporary tattoos that became part of the festival experience spread the brand organically. ### The Bottom Line DEICHBRAND 2026 proved that sexual wellness has a place at any festival. When brands like pjur and ORION focus on genuine connection over hard selling, they win. More importantly, the audience wins too - because they leave with new knowledge, great memories, and maybe a tattoo or two. If you're in the adult content or sexual wellness space, take notes. This is how you do brand activation right.