Promotion is an interactive process through which company connects with consumers and communicates all relevant information about the company's products, services, brand and business activities. When a company decides which goals wants to achieve in business, it should choose a combination of promotion strategies that will help realize the set goals. The subject of this thesis is promotion strategies based on the example of Jana. The goals of the paper are: (1) to list and explain promotion strategies (ways, applications, advantages and disadvantages of applying a particular strategy), (2) to show the campaign "Deep Above All" and show which promotion strategies Jana used in it, and (3) to investigate how successful Jana was in applying the promotion strategy in the "Deep Above All" campaign. The paper includes a theoretical and practical part. In the theoretical part of the paper, a presentation of previous research related to promotion strategies is made, and in the practical part, Jana's campaign "Deep above all" and the research conducted related to it is presented. Jana has been a leader on the market for years and is an excellent example of a business that continuously builds relationships with consumers and achieves a deep connection with consumers and successfully develops business. One of Jane's more successful campaigns is the "Deep Above All" campaign, which served as a platform for the development of new campaigns such as the "Out of Respect for Nature" campaign. The campaign was designed and implemented in collaboration with the Saatchi&Saatchi agency, and the promotion strategies used in campaign were: advertising, direct marketing, publicity and public relations. After conducting primary research, author came to conclusion that Jana is a fully deserved market leader and that consumers actively follow its promotional activities and happily consume Jana.