In this paper we will explain the promotion as a term and define it more closely through the example of the brand Cockta. Promotion is the process of communication between businesses and customers creating a positive attitude and opinion about a particular product or product range, which tells the consumer what products to give preference to when making a purchase. In modern business the role of promotion is extremely important because of the increasing competition and increasingly demanding customers. Therefore, the companies direct the offer toward the potential buyers, the target group, respecting their wishes and needs. In order to be successful in this, it is necessary to research the relevant market elements, motives and customer behavior well and then structure the appropriate offer. The promotional activities of the brand Cockta aimed towards achieveing the long-term goals of the company, maintaining the existing market, conquering some new markets and - ultimately, increasing sales and brand recognition. Carefully planned and targeted promotional activities such as advertisements, targeted sponsorships, billboards, redesigns and packaging modernization have made Cockta an enviable result and have captured a good deal of soft drinks in the soft drink market, as shown by various studies. Cockta is a great example of the impact of promotion on reviving an almost forgotten brand and positioning it in the minds of consumers.