Personalization as a category describing changes in political communication appeared in political science and media literature two decades ago, becoming one of the key categories in explaining the processes of this change. An essential component of personalization is privatization, understood as the creation of private persona by politicians. This becomes the basis for creating an image that in the world of mediated politics becomes a critical factor in electoral success. The article presents the institutional phenomenon of the privatization of Polish politics after the change of the political system, which wrote anew the rules of political rivalry and encouraged politicians to use marketing strategies in communicating with voters. Specifically, it argues that a politician’s family is an indispensable tool for achieving their institutional and electoral goals.