pjur Presents Its Integrated Campaign Plan for 2026
Strategic storytelling for a strong love brand with greater emotion and cultural relevance
Wasserbillig, Luxembourg, January 2026
pjur kicks off 2026 with a fully integrated campaign plan that structures brand communication across all channels and makes it emotionally engaging. Each quarter is guided by an overarching theme that connects seasonal needs, cultural developments, and targeted product relevance. The result is a cohesive storytelling approach that strengthens the brand over the long term and appeals to both consumers and retail partners.
Positioning as a Love Brand
The goal of the 2026 campaign plan is the consistent positioning of 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,” explains Jennifer Parry, Brand Director. “That means creating experiences that feel personal and emotionally authentic – from the look and feel of our content to the sensory quality of our products.”
Strategic Storytelling Throughout the Year
The first quarter of 2026 is dedicated to the theme WOMAN FIRST, focusing on empowerment, self-care, and the joy of one’s own sexuality, with a clear emphasis on a female audience. Retail partners are supported through clearly defined messages and targeted marketing materials. Content for point of sale, social media, and digital channels delivers relevant information, inspires, and strengthens both trust and long-term brand loyalty.
The second quarter follows with EXPLORE THE PLAY. This campaign highlights curiosity, exploration, and the playful aspects of sexuality. pjur showcases products that enable new experiences, while campaign content provides practical tips.
The third quarter is dedicated to the theme CELEBRATE QUEERNESS, aligned with Pride season and Anal August. pjur addresses inclusive sexuality, tolerance, and new experiences, underscoring the cultural relevance of the brand and its portfolio.
The year concludes with SELF LOVE SEASON in the fourth quarter, which places health, safety, and mindful intimacy at the center of communication. Products are positioned within a holistic self-care routine that addresses overall well-being and health, while tying into relevant awareness initiatives such as Menopause Awareness Month, Pinktober, and Movember.
“Brands become relevant when they create an emotional connection,” says 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.”
Strategic Storytelling Throughout the Year
With its integrated campaign approach for 2026, pjur focuses on emotional relevance rather than short-term attention. Relevant topics and clearly structured campaigns build closeness and trust with end consumers while providing retail partners with guidance and activatable content across all channels. In doing so, pjur lays the foundation for the continued development of a strong, emotionally driven brand relationship.
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