Coca-Cola CEO Henrique Braun has expressed his disapproval of the slang term "fridge cigarette" for Diet Coke. During a Tuesday interview with Yahoo Finance, Braun was asked about the phrase, which has become popular among Gen Z through a viral TikTok video. He responded by emphasizing the company's growth and stating that consumers can call the product whatever they like, but Coca-Cola does not endorse the nickname. "It's a great-tasting product, which connects with the consumer in a very unique way," Braun said.
The term "fridge cigarette" refers to a cold, refreshing, and addictive soft drink, particularly Diet Coke. It gained traction in 2025 after a TikTok video with nearly 4 million views showed a woman opening a can of Diet Coke with the text: "Overheard someone call a Diet Coke a 'fridge cigarette' and nothing's been more true to me since." The phrase evokes the relief and indulgence people feel when drinking a soda, similar to the act of smoking a cigarette.
Braun's comments came on the same day as Coca-Cola's quarterly earnings report, which narrowly beat estimates with $13.4 billion in revenue. The CEO highlighted that Diet Coke and Coca-Cola Zero saw double-digit growth. Coca-Cola's share price has risen 33% since the start of the year.
The phrase's association with cigarettes may be particularly sensitive for Coca-Cola given past controversies. In 2023, aspartame, an artificial sweetener used in Diet Coke, was classified as possibly carcinogenic by the International Agency for Research on Cancer. However, health bodies have maintained that the acceptable daily intake levels of aspartame are safe, and an adult would need to drink at least 17 cans of Diet Coke a day to exceed the safe amount.