Coca-Cola CEO Henrique Braun has responded to the viral social media nickname "fridge cigarette" for Diet Coke, stating that the company is unconcerned as long as it doesn't adopt the moniker itself. The beverage continues to see strong sales, with a 6% global volume increase in the third quarter of 2023, driven by growth in North America and the Asia Pacific regions.
Braun emphasized that Diet Coke is a "great tasting product which connects with the consumer in a very unique way." He also noted Coca-Cola's increasing integration of digital technology and artificial intelligence into its consumer communication strategies, though he did not directly link these efforts to the "fridge cigarette" trend.
The nickname, which gained traction on platforms like TikTok, has prompted discussions about consumer habits and the potential psychological aspects of soda consumption. Psychotherapist Jonathan Alpert previously told Fox News Digital that the appeal of the "fridge cigarette" may stem from the sensory experience of drinking Diet Coke, offering a "quick, reliable burst of stimulation or relief" during stressful moments.
However, experts like naturopathic doctor Debra Muth have voiced concerns about the potential effects of artificial sweeteners, such as aspartame, on the brain's dopamine pathways. Muth suggested that these sweeteners can mimic the hijacking of dopamine pathways similar to nicotine, potentially exacerbating neurotransmitter depletion and reinforcing dependency.
Alpert described Diet Coke as a possible "emotional stand-in" but cautioned against relying on it as a coping mechanism, noting that while it is a healthier alternative to cigarettes, it is not entirely harmless. Both Alpert and Muth advised seeking natural methods for dopamine production and stress management rather than relying on artificial sweeteners.
Despite these discussions, Diet Coke and Coca-Cola Light have shown consistent sales growth, with volume increases of 6% in the first quarter and 7% in the second quarter of 2023, following a year of flat global volume in 2025.