Today marketing communication is very important for any business. The goal of marketing communications through various activities of marketing communications (advertising, sales promotion, personal selling, public relations, publicity, direct marketing and Internet marketing) is informing, persuading and encouraging potential buyers to purchase. Therefore, it is necessary to adjust your marketing communication to the target group of customers. One of the main objectives of marketing communications should also be making more loyal customers. Those are customers who are satisfied with the service and of which salesman has multiple benefits (returning, recommendations, good grades on the Internet). The paper, therefore, deal with the main activities of marketing communications with a focus on consumer behavior, and shows an example of RedBull that using innovative techniques of marketing communication seeks to establish a fair and lasting relationships with their customers.