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A series of situations concerning a brand (Coca-Cola) over a short period of time (January 2013) is used as a showcase for the operability of a number of concepts developed by the author with two other researchers (Caroline Marti de Montety and Karine Berthelot-Guiet) affiliated with the Gripic research group. The aim of ad theory* is to understand the evolution of brand communication, characterized by its various attempts to distinguish itself from advertising by seeking inspiration from media expertise. This comprehensive analysis provides evidence, beyond this specific case, of a strong trend. It also points to the relationships between the intent to circumvent advertising and the growth of approaches based on industrialization and culture commodification.