LUXEMBOURG—pjur kicks off 2026 with a fully integrated campaign that structures brand communication across all channels, making it emotionally engaging.
Each quarter is guided by an overarching theme that connects seasonal needs, cultural developments, and targeted product relevance. The result of this plan is a cohesive storytelling approach that strengthens the brand over the long term, and appeals to both consumers and retail partners.
The goal of the 2026 campaign is to consistently position pjur as a love brand. The focus is not solely on the product, but on the brand’s attitude: trust, quality, closeness, and a positive understanding of intimacy. Through educational content, inspiring storytelling, and emotional brand experiences, pjur provides guidance for consumers while simultaneously increasing its appeal at the point of sale.
“We want consumers to connect with pjur on a deeper level,” explained Jennifer Parry, brand director. “That means creating experiences that feel personal and emotionally authenti—from the look and feel of our content to the sensory quality of our products.”
The first quarter of 2026 is dedicated to the theme "Woman First." The second quarter follows the ethos of "Explore the Play."
The third quarter is intended to "Celebrate Queerness," aligning with LGBTQ+ Pride season and the so-called "Anal August" celebration. The fourth quarter focuses on "Self Love Season," coinciding with key awareness events like Menopause Awareness Month, Pinktober, and Movember.
“Brands become relevant when they create an emotional connection,” said Alexander Giebel, CEO and founder of pjur. “By making relevant social and personal topics the core of our campaigns, we create closeness and a deeper connection between people and the brand.”
