Coca-Cola CEO says Diet Coke is back, takes on 'fridge cigarette' moniker

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A year after Diet Coke's "fridge cigarette" nickname took hold on social media, Coca-Cola's CEO is weighing in — and he doesn't seem bothered by it.

During a recent interview with Yahoo Finance, Coca-Cola CEO Henrique Braun was asked whether he liked the viral nickname.

"The nickname ... the consumers call it ... the way they want to call it," Braun said.

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"The most important thing to us is that we don't position Diet Coke in that way," he added. 

"What we do is that it's a great tasting product which connects with the consumer in a very unique way."

Diet Coke's "fridge cigarette" nickname has raised questions about emotional reliance on soda, particularly among consumers who use it to manage stress. (iStock)

Braun also pointed to Coca-Cola's growing use of social media and digital technology, though he did not directly link those efforts to the viral nickname.

"We have been incorporating digital tech and AI into our plans and communicating with consumers," he said. 

He added that the company is "really excited about the prospects of growth."

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Fox News Digital reached out to Coca-Cola for comment and more information.

The company's latest earnings figures show that Diet Coke is gaining momentum.

"The crisp sound, the carbonation and the cold hit all offer a quick, reliable burst of stimulation or relief."

The company's latest quarterly earnings report, released Oct. 27, indicated that global sales volume for Diet Coke and Coca-Cola Light increased 6% in the third quarter of 2026, driven by growth in North America and Asia Pacific.

The brands also recorded volume growth of 6% in the first quarter and 7% in the second quarter, following a year of flat global volume in 2025.

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But the viral nickname has also raised questions about the habits behind Diet Coke's popularity.

Jonathan Alpert, a New York City-based psychotherapist, previously told Fox News Digital that the appeal of the "fridge cigarette" trend is rooted partly in the sensory experience of drinking Diet Coke.

Diet Coke's "fridge cigarette" nickname gained traction on social media, drawing attention to the beverage's popularity and consumers' drinking habits. (Brian Ach/Getty Images for IMG)

"The crisp sound, the carbonation and the cold hit all offer a quick, reliable burst of stimulation or relief, especially during stressful or transitional moments in the day," Alpert said.

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Alpert described Diet Coke as a potential "emotional stand-in," but cautioned against relying on it as a coping mechanism.

While opting for soda is "certainly a healthier choice than cigarettes," Alpert warned that the trend is not totally harmless.

Coca-Cola's latest earnings report showed continued growth for Diet Coke and Coca-Cola Light, with gains in North America and Asia Pacific. (Smith Collection/Gado/Getty Images)

"When Diet Coke becomes a daily emotional crutch, it can reinforce dependency patterns, particularly if it is being used to manage anxiety, suppress appetite or avoid discomfort," he said.

Debra Muth, a Wisconsin-based naturopathic doctor, previously expressed concerns about the potential effects of artificial sweeteners on the brain's reward system.

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"Your brain isn't asking for aspartame or nicotine. It's asking for dopamine," Muth told Fox News Digital. 

"That artificial sweetener crosses your blood-brain barrier and actually makes the neurotransmitter depletion worse. You're literally borrowing from tomorrow's brain chemistry."

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She added, "Both nicotine and Diet Coke hijack your dopamine pathways."

Experts previously told Fox News Digital that the appeal of Diet Coke's viral nickname may extend beyond taste to emotional and sensory experiences. (iStock)

Muth argued that replacing cigarettes with soda amounts to "trading one bad habit for another."

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Instead, she recommended giving "your brain what it actually needs, such as amino acids like L-tyrosine for natural dopamine production, balanced blood sugar and real stress management that restores your brain's reward system."