This October, Little Leaf Agency jetted off to Amsterdam with our client, legacy lube brand pjur, for a one-of-a-kind VIP pjur press trip. Three unforgettable days of connection, conversation, and celebration took place, coinciding with eroFame 2025; there was an undeniable buzzing energy in the air, especially for those of us in the sexual wellness world, with journalists, creators, and industry leaders all uniting to celebrate 30 years of innovation with an inspiring appearance from pjur founder and CEO Alexander Giebel.
Media attendees
From October 7-October 9, we were joined by editors and writers who are at the forefront of shaping modern conversations around wellness, sexuality, and gender and bring a wealth of experience spanning leading outlets under the Condé Nast, Hearst, and Vox Media umbrella, such as Bustle, Cosmopolitan, Mashable, MindBodyGreen, PS Feel Good, Well+Good, and Women’s Health. These key media members attended the trip to meet Alexander and the rest of the team in person and gain material to write features, personal essays, and more on topics not just on the evolution of the brand and Alexander’s personal story, but on pjur’s inclusive product development, and shaped conversations around sexual wellness specifically for the queer community.
Adventures around Amsterdam
On the first day of the pjur press trip, journalists touched down in Amsterdam and checked into the elegant Soho House Amsterdam, located in the heart of the city. Then, the Little Leaf team welcomed attendees for an afternoon of exciting local experiences, starting with Red Light Secrets, the world’s first and only museum dedicated to the history and stories behind Amsterdam’s Red-Light District.
The experience set the tone for the trip, encouraging openness, curiosity, and authentic dialogue around sexuality and empowerment. After sampling some local Amsterdam delicacies and exploring local shops, our group set off for a private canal cruise aboard the Lucy boat.
They enjoyed Dutch cheeses, wine, and conversation as they traveled through the famous canals of Amsterdam. The evening culminated with an intimate dinner at Cecconi’s in Soho House, where the guests had the chance to meet Alexander Giebel in person and talk about the brand’s 30-year legacy.
The following day, on October 8th, the group spent time at eroFame, where they got to meet the pjur team, experience product samples and demos, and watch panels with thought leaders surrounding the topics of sexual wellness, tech, and censorship. They attended the panel talk on “AI, Orgasms & Algorithms: The Future of Sexual Wellness Marketing in a Censored World,” which our very own Kathryn Byberg participated in, as well as pjur’s Brand Marketing Director. The group also got to check out another panel our founder, Kathryn, appeared on, titled “Uncensored: The Power of PR for Sexual Wellness in the Age of AI, Censorship & Geo-Pivoting”.
Little Leaf x pjur press trip: A week of celebration
After the conference, the group got to enjoy a final dinner at AV Wees Classic Dutch Restaurant, discussing the day over some hearty food and drinks. The trip wrapped up with the same infectious energy it started with, filled with laughter, gratitude, and shared inspiration. The Little Leaf x pjur Amsterdam press trip celebrated more than just the milestone of pjur’s three-decade anniversary. Alongside the eroFame conference, it stayed true to the values that all our clients are committed to: quality, authenticity, and the belief that pleasure is a fundamental birthright.
For the Little Leaf team, the pjur press trip was a chance to deepen relationships with the media members, creators, and partners who inspire us daily and share our mission of amplifing conversations around sexual wellness. Here’s to 30 years of pjur, and to many more of breaking taboos, paving the way with innovation, and building trust with the public in an industry that’s more vital than ever.
