This paper is looking at the topic of integrated marketing communications, advertising, public relations, and humor and roasting as innovative forms of advertising. Humor and roasting have been a more common occurrence on both social media and marketing campaigns, it is important to show their profitability and usage. The research question which has been asked in this paper is: „Do humor and roasting, as a marketing and communication tactic, add significantly to the brand image, as well as increase overall brand interest with the younger audience?“. In order to either confirm or deny the hypothesis „Humor and roasting, as a marketing and communication tactic, add significantly to the brand image, as well as increase overall brand interest with the younger audience“, quantitative research has been carried out using questionnaires. Comparative visuals have been presented to the interviewees from the brand Fanta, as well as visuals from the campaign „Boli me Pipi“, carried out by a brand carrying the same name, while the other questionnaire has shown roasting communication excerpts from different brands. Research has shown that brand scores were higher with the brands who have used humor or roasting as a communication strategy, resulting in a conclusion that brand image, an increase of market interest, and buying decision is empirically heightened in brands that use humor or roasting in their communication. This topic would need to be researched further. Comparable analysis research of sales factors compared to communication strategies would be desirable, especially a comparative analysis between sales marketing activities after competition of Pipi's rebranding campaign would be required.