The role of marketing communication is to inform the consumer about the product and to imply the need in the consumer's consciousness. The most important role of communication in today’s marketing is to influence consumer behavior or even change it. The purpose of implementing integrated marketing communication is to accomplish more than just the buying process. The aim is to create an emotional connection where the public figure serves not only as an attractive model but also a representative copy of the product. This thesis seeks to show by example how brands add value to a product in a way that they are promoted by a public figure who influences consumer awareness. Marketing experts have long recognized the power to influence consumers through prestige and social status, and for this reason, public figures are most often used to promote glamor, high quality and luxury. The influence of public figures on society is by its nature great due to the tendency that even through the construction of identity, successful people are seen as role models and motivation. Given the target group of consumers and the type of promoted product, the attractiveness of the product should be equal to the attractiveness of the selected person, that is, the person should embody the promoted product or action with its characteristics. The use of influential people in marketing is a highly positive stimulus in a pliable society and is a standard marketing practice of the twenty-first century.