The subject of this paper is an overview of the challenges faced by companies in branding and product positioning, but also the entire production cycle based on the values of sustainable development. The paper describes possible strategic approaches to the production of sustainable products from the production of complete green products, gradually "green" products or approaches to the acquisition of a finished product that exists on the market. Also, the paper provides a theoretical overview of the development of innovative sustainable products as well as its observation throughout the life cycle, including a presentation of green marketing strategy and effective communication for the purpose of creating added value, ie public awareness through transparent and truthful information. The research is rounded off with an empirical case study of the sustainable brand "Shield's" through the prism of the marketing mix and a description of the life cycle of these innovative products whose promotion envisages the use of "augmented reality" technology, which with its functionality represents the ideal ratio of „on line“ and „off line“ approach to the promotion of content in the global market. Also, the example of the brand "Shield" describes the direction of market repositioning due to the global pandemic COVID-19, which will contribute to a more promising business of the brand globally.