Coca-Cola CEO Henrique Braun has responded to the viral trend of Gen Zers calling Diet Coke a “fridge cigarette.” The nickname, which compares the afternoon soda break to a smoke break, has gained traction on TikTok since 2025. While Braun stopped short of fully endorsing the term, he acknowledged that consumers can call the product whatever they like. “The most important thing to us is that we don’t position Diet Coke in that way,” he told Yahoo Finance. Instead, he emphasized the brand’s focus on great taste and unique consumer connection.
Braun also highlighted Diet Coke’s resurgence, noting that the brand is attracting younger consumers. Chief Financial Officer John Murphy echoed this sentiment, telling CNBC that Diet Coke is “reinventing itself with the next generation.” In the third quarter, both Diet Coke and Coca-Cola Zero saw double-digit volume growth in North America, despite overall flat volume in the region due to holiday timing and a Topo Chico shortage.
Coca-Cola reported strong earnings for the quarter, with adjusted earnings per share of 91 cents, surpassing expectations of 88 cents. Revenue reached $13.4 billion, beating estimates of $12.92 billion. The company raised its annual forecast, now expecting comparable earnings per share growth of at least 11%, up from a prior forecast of 9% to 10%. Organic revenue growth is projected to be at least 5%, slightly improved from previous estimates.
Braun, who became CEO in March, expressed excitement about the company’s growth prospects. With nearly 30 years at Coca-Cola, including roles as chief operating officer and president of international development, he remains optimistic about the brand’s future.