WASSERBILLIG, Luxembourg – Intimate products brand pjur has unveiled its marketing strategy for 2026, calling it a “fully integrated campaign plan that structures brand communication across all channels and makes it emotionally engaging.”
Under the plan, each quarter of 2026 is “guided by an overarching theme that connects seasonal needs, cultural developments, and targeted product relevance,” the company said. “The result is a cohesive storytelling approach that strengthens the brand over the long term and appeals to both consumers and retail partners.”
The goal of pjur’s 2026 campaign is the “consistent positioning of pjur as a love brand,” the company added.
“The focus is not solely on the product, but on the brand’s attitude: trust, quality, closeness, and a positive understanding of intimacy,” pjur said in detailing its campaign plan. “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 for pjur. “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.”
The first quarter of 2026 is dedicated to the theme “Woman First,” pjur said, with the messaging “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 the brand’s digital channels will aim to inspire and strengthen “both trust and long-term brand loyalty.”
The theme for the second quarter is “Explore the Play,” highlighting “curiosity, exploration, and the playful aspects of sexuality.” pjur will showcase “products that enable new experiences, while campaign content provides practical tips.”
The third quarter theme is “Celebrate Queerness,” aligned with Pride season and “Anal August.” During the quarter, pjur will address “inclusive sexuality, tolerance and new experiences, underscoring the cultural relevance of the brand and its portfolio.”
The year will conclude with the fourth quarter theme “Self-Love Season,” which will place “health, safety and mindful intimacy at the center of communication.” The products promoted will be “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,” 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.”
With this integrated campaign approach to 2026, pjur said it will focus 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,” pjur explained in the announcement. “In doing so, pjur lays the foundation for the continued development of a strong, emotionally driven brand relationship.”
For more information on the company and an overview of pjur’s products, go to pjur.com.
