Coca-Cola CEO Unbothered by Diet Coke's 'Fridge Cigarette' Nickname as Sales Rise 6% in Third Quarter

Diet Coke is back in the spotlight. A year after its “fridge cigarette” nickname took hold on social media, Coca-Cola's chief executive has weighed in — and he does not seem bothered by it. In a recent interview with Yahoo Finance, 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. “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.”

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, adding that the company is “really excited about the prospects of growth.”

The company's latest earnings figures also show Diet Coke gaining momentum. Its quarterly earnings report, released on 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 pattern held earlier in the year as well. The brands recorded volume growth of 6% in the first quarter and 7% in the second quarter, following a year of flat global volume in 2025.

But the viral nickname has also raised questions about the habits behind Diet Coke's popularity, particularly whether consumers who use it to manage stress develop an emotional reliance on the soda.

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. “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.

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,” he warned that the trend is not totally harmless.

“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. “Your brain isn't asking for aspartame or nicotine. It's asking for dopamine,” Muth said, arguing that replacing cigarettes with soda amounts to trading one bad habit for another. She recommended amino acids such as L-tyrosine for natural dopamine production, balanced blood sugar and real stress management instead.

Taken together, the sales rebound and the viral nickname have put Diet Coke back at the center of conversation. The company's chief executive is taking the nickname in stride, even as some experts caution that a daily emotional reliance should not harden into habit.