This links in with Cristiano Rinaldo, A famous Footballer, a celebrity. The used him to advertise Coca Cola, as he gets millions of views, However recently Ronaldo, an advocate of a healthy diet, moved the glass bottles out of the camera frame and instead held up a bottle of water and said in Portuguese: "Water!" Coca-Cola saw its share price drop by 1.6%. The market value went from $242 billion to $238 billion, a $4 billion drop.
This links with postmodernism. The same narrative, but it changes through time.