From Inc · · 1m 30s
Diet Coke’s Fridge Cig Trend Gains Momentum
Younger consumers now call Diet Coke a 'fridge cigarette' after TikTok creator Rachel Reno’s viral video.
In brief
Younger consumers now call Diet Coke a 'fridge cigarette' after TikTok creator Rachel Reno’s viral video. Diet Coke’s 'fridge cigarette' nickname, popularized by TikTok creator Rachel Reno in June 2025, is gaining traction among Gen-Z as Coca-Cola’s North American sales stall. Originally reported by Inc.
Diet Coke’s New Nickname
Younger consumers now call Diet Coke a 'fridge cigarette' after TikTok creator Rachel Reno’s viral video.
“fridge cigarette”
Origin of the Term
The term took off online in June 2025 after TikTok creator Rachel Reno posted that she’d overheard someone call Diet Coke a 'fridge cigarette' in a video.
“fridge cigarette”
Cultural Moment
Diet Coke is having a cultural moment with younger consumers just as Coca-Cola’s North American volume stalls.
Coca-Cola’s Performance
Coca-Cola just reported its third-quarter results, with overall North American unit case volume flat.
Diet Coke Growth
Diet Coke and Coca-Cola Zero both grew volumes by double digits in North America during the quarter.
CEO’s Reaction
CEO Henrique Braun told Yahoo Finance that Diet Coke and Coca-Cola Zero both grew volumes by double digits in North America during the quarter.
No Direct Link
There is no evidence that the 'fridge cigarette' phenomenon is driving those numbers, but it does make Diet Coke’s cultural moment more interesting.
Cultural Relevance
This isn’t simply an old product becoming the subject of an internet joke. It’s an old product finding new relevance at a time when younger consumers are creating their own language and rituals around it.
The big picture
Diet Coke’s 'fridge cigarette' nickname, popularized by TikTok creator Rachel Reno in June 2025, is gaining traction among Gen-Z as Coca-Cola’s North American sales stall.
