This paper explores the role of promotion in the development and long-term success of 24 ICE products. Promotion, one of the fundamental elements of the marketing mix, is a tool used to spread awareness of the company and influence consumer perception. Promotion is the key to successful positioning on the market and achieving the results of integrated marketing communication. At every stage of the development of new products and services, until the launch of the product, promotion is a part of the marketing strategy. This paper explores how we use promotion to gain insight into the target group, conduct market research and create campaign predictions. Promotion goals and communication goals must be clearly established at the beginning of the campaign. Promotion is used before the start of the campaign and after the end of the campaign to maximize the impact of the promotion. Also, this paper explores the range of promotional tools and channels available to marketers, including a selection of traditional and modern promotion channels. It emphasizes the importance of integrated marketing communication across all channels in order to successfully reach the target group. Incorporating a strong promotional strategy from the beginning increases the chances of success and ensures the creation of new products and services based on the results of promotional strategies. Promotion is a continuous process that is in line with the general goals of product development and business growth.