Coca-Cola CEO on Diet Coke's 'Fridge Cigarette' Nickname: 'Consumers Call It the Way They Want to Call It'

Coca-Cola CEO Henrique Braun has responded to the viral trend among Gen Zers who refer to their midday Diet Coke as a "fridge cigarette." The nickname likens the act of stepping away for a soda to a traditional smoke break, substituting caffeine for nicotine. Braun indicated a neutral stance on the term, stating, "The nickname, uh — consumers call it the way they want to call it."

Braun clarified that the company does not actively position Diet Coke with this specific association. Instead, he emphasized that the brand's appeal lies in its "great-tasting product which connects to the consumer in a very unique way." He added that Diet Coke continues to attract younger consumers due to its flavor and brand equity.

The "fridge cigarette" slang, which originated around 2025 and gained traction on platforms like TikTok, reflects a resurgence in Diet Coke's popularity. Coca-Cola's Chief Financial Officer John Murphy noted that the brand is "almost reinventing itself with the next generation of consumers."

In the third quarter, both Diet Coke and Coca-Cola Zero experienced double-digit volume growth in North America. While overall volume in the region was flat, this was attributed to the timing of the Fourth of July holiday and a shortage of Topo Chico sparkling water.

Coca-Cola recently raised its annual earnings per share forecast to at least 11% growth, up from a previous projection of 9% to 10%. The company also anticipates organic revenue growth of at least 5%. In the third quarter, adjusted earnings per share were 91 cents, exceeding expectations, and revenue reached $13.4 billion, surpassing estimates.

Braun, who became CEO in March, has a long history with the company, having started as an intern nearly 30 years ago. He previously served as Coca-Cola's chief operating officer and president of international development.