How pjur and ORION Turned a Music Festival into a Sexual Wellness Playground

James Sterling · 2026-07-24

When you think of a massive music festival, what comes to mind? Loud bands, crowded fields, maybe a few questionable food choices. But sexual wellness education? Probably not. Yet that's exactly what happened at the DEICHBRAND Festival in Germany, where over 55,000 people gathered for live music and ended up learning about body awareness, trying lubricants, and walking around with temporary tattoos from pjur. This wasn't your typical brand activation. It was a smart, playful way to bring sexual wellness into a space where people already feel open and free. And it worked. Let's break down how pjur and ORION pulled it off. ### The Setup: A Festival Booth That Did More Than Sell Stuff Most festival booths are boring. You grab a free pen or a sticker and move on. But pjur and ORION had a different idea. They set up a wheel of fortune where visitors could win products like pjur SachetCards. That's a simple, low-pressure way to get people to stop, spin, and smile. Nobody feels awkward spinning a wheel. And then there was the mobile testing station. Visitors could actually try the pjur Lust range right there. No pushy sales pitch, just a chance to explore and ask questions. It turned a potentially uncomfortable topic into a natural, casual conversation. ### Pelvic Floor Classes at a Festival? Seriously. Here's where it gets interesting. Birte Fulde, Head of Brand Marketing at ORION, led pelvic floor classes. Yes, at a music festival. She shared knowledge about body awareness and sexual wellness in a way that was both educational and funny. People laughed, learned, and left with a new perspective on their own bodies. Think about that. At most festivals, the most educational thing you'll find is a workshop on how to tie a bandana. But pjur and ORION created a space where people could actually improve their understanding of sexual health. That's not just marketing. That's adding real value. ### Temporary Tattoos That Traveled All Weekend Giveaways are common at festivals, but most end up in the trash. Not these. pjur contributed two temporary tattoo designs that were a huge hit. Visitors applied them right at the booth and wore them all weekend. That meant every time someone saw the tattoo, they remembered the brand. It was a walking advertisement, but a fun one. This created touchpoints that extended far beyond the booth. People saw the tattoos in the crowd, at food stalls, and on the dance floor. It turned the brand into a visible part of the festival experience. ### Why This Matters for Sexual Wellness Brands Music festivals are all about community, openness, and personal freedom. Those values align perfectly with pjur's brand philosophy. By showing up in an authentic, non-preachy way, pjur and ORION proved that sexual wellness doesn't have to be a taboo topic. It can be fun, educational, and even a little playful. 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." ### The Takeaway for Brands If you're in the adult content or sexual wellness space, this is a masterclass in outreach. You don't need to be loud or pushy. You just need to show up where your audience already feels comfortable and offer something that adds value. A wheel of fortune, a testing station, a class on pelvic floor health. These aren't gimmicks. They're bridges that connect people to your brand in a genuine way. So next time you're planning a campaign, think about the DEICHBRAND Festival. Think about how pjur and ORION turned a music festival into a playground for sexual wellness. And then go create your own version of that magic.