WASSERBILLIS, Luxembourg – Pjur has supported a range of Pride and queer community events in 2026, demonstrating a commitment to visibility, diversity, and acceptance. The company’s engagement included product presence, event sponsorships, and a Q4 campaign focused on celebrating queerness.

Pride and Community Engagement

Pjur supported various Pride and queer community events throughout 2026. These included Cologne Fetish Pride, the Rave the Planet Parade in Berlin, and the Pines Party in the Hamptons. The company also had a presence at Christopher Street Day (CSD) events in Cologne, Düsseldorf, and Berlin.

At Cologne Fetish Pride in May, Pjur provided products and surprise packages for the winners of the Mr. Fetish NRW 2026 election. The company's participation at this event was reported on June 2, 2026.

For CSD Cologne, which saw approximately 1.5 million visitors at its parade, media personality Luca Valentino represented Pjur. In Berlin, Pjur featured its own truck in the CSD parade. The "Lola Land" ensemble represented Pjur at various events surrounding CSD Düsseldorf. Additionally, Pjur supplied sachets at CSD Saarbrücken.

Pjur also joined the Spartacus Truck at the Berlin Pride parade, also known as Christopher Street Day Berlin, supporting the event with a curated product selection and brand presence. This partnership, reported on July 28, 2026, involved Pjur providing Back Door SachetCards as giveaways, along with pjur Back DoorRelaxing, pjur Original, and pjur analyse me! Relaxing products. Other brands, f2f and Carnal+, also supported the Spartacus truck, which was organized by Spartacus Berlin and participated as entry number 62 in the parade.

Beyond major Pride events, Pjur extended its support to the Olivia Jones Summer Party, the Gay and Lesbian Street Festival Berlin, the Gimme Moritz CSD Party, and Snuskbingo as part of Gothenburg Pride. The company also supported KOSI.MA in Mannheim and the Schwule Sommercamp of Aidshilfe Baden-Württemberg with free sachets. At the Pines Party, Pjur placed an advertisement in the accompanying magazine.

Strategic Campaigns and Brand Identity

Pjur's brand director, Jennifer Parry, stated that Pride creates visibility, but diversity, acceptance, and respect should not be limited to a single season or individual events. Parry emphasized that these values are integral to Pjur’s brand identity and shape the company's stance. She added that Pjur views its commitment to the queer community not as a one-off initiative, but as an attitude that the company lives by and makes visible with its partners.

The company's integrated campaign plan for 2026, which began at the start of the year, structures brand communication across all channels with an emotional focus. The plan aims to position Pjur as a "love brand" by focusing on trust, quality, closeness, and a positive understanding of intimacy, rather than solely on products. Jennifer Parry noted that the goal is for consumers to connect with Pjur on a deeper level, creating personal and emotionally authentic experiences.

The first quarter of 2026 was dedicated to the "WOMAN FIRST" theme, emphasizing empowerment, self-care, and female sexuality. This quarter provided retail partners with defined messages and marketing materials for point of sale, social media, and digital channels. The second quarter's campaign, "EXPLORE THE PLAY," highlighted curiosity, exploration, and the playful aspects of sexuality, showcasing products designed for new experiences.

A Q4 campaign, "Celebrate Queerness," was another focus of Pjur's efforts. This campaign involved partnerships with other brands and featured an interview with drag queen Margot Schlönzke for the company's blog.

Key Facts

  • Pjur supported various Pride and queer community events in 2026, including Cologne Fetish Pride, Rave the Planet Parade in Berlin, and Pines Party in the Hamptons.
  • The company had a presence at CSD events in Cologne, Düsseldorf, and Berlin, including a dedicated truck in the Berlin parade.
  • Jennifer Parry, Pjur's brand director, stated that diversity, acceptance, and respect are core to Pjur’s brand identity.
  • Pjur's 2026 integrated campaign plan aimed to position the company as a "love brand" through emotional engagement and strategic storytelling.
  • The Q4 campaign, "Celebrate Queerness," involved brand partnerships and an interview with drag queen Margot Schlönzke.
  • Pjur provided products and sachets at multiple events, including surprise packages for Mr. Fetish NRW 2026 winners and giveaways at Berlin Pride.