Marketing is a complex term that many theorists have tried to define, and definitions have changed from the 1950s until the 21st century. Although most theorists place marketing in the context of a tool for the promotion of an already existing product, Kotler believes that marketing should initially understand the wants and needs of people, and then the company should create a product for them. From Marketing 1.0, which is product-driven, marketing has evolved to Marketing 4.0, which is people-driven and brings together online and offline interactions between companies and customers. Every brand needs to carefully develop a marketing mix for its target audience. Marketing mix or 4P, contains product, price, distribution and promotion. Brands use various promotion tools to stand out on the market, and digital marketing is one of the tools they use to stand out on social networks. Content marketing and influencer marketing are part of digital marketing that is indispensable for big brands today. One of the growing industries is the sex toy industry, and brands that are part of the industry face many challenges such as censorship. Lelo, a Swedish company that produces sex toys, is one of the leaders in the growth of this industry. The target groups of this brand are millennials and Generation Z, and the most developed item of the marketing mix is product and promotion.