The development of political marketing in Poland can be compared to Keith’s model: Lech Wałęsa posters (propaganda due to limited supply), 1990–1996 (focus on product communication strategies), 1997–2005 (focus on voters’ needs). Nevertheless the period of 2005–2007, and particularly the way the government of Law and Justice worked and communicated with the public, led to the emergence of values which started to be considered as benchmarks. Today’s political preferences eventuate not from the party’s economic program analysis but from the emotional attitude towards the values represented by key players. Rivalry takes place between patriotic and religious values represented by Law and Justice and individual freedom and admiration for optimism, love, joy and happiness shared by the politicians of Citizen’s Platform. This phenomenon can be described with Philip Kotler’s marketing 3.0 concept.