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Coca-Cola CEO says Diet Coke is back, takes on 'fridge cigarette' moniker
Henrique Braun, who started at Coca-Cola as an intern three decades ago, says Diet Coke and Coke Zero volumes grew double digits in North America; he'd prefer a different nickname.
On air: Chip Darnell and Gloria Vance on BBN After HoursPublished
At a glance
- First reported by Fox News: “Coca-Cola CEO says Diet Coke is back, takes on 'fridge cigarette' moniker”, with reporting from Yahoo Finance and Archyde.
- Covered on BBN on Monday, November 2, 2026, at 4:23 AM ET on BBN After Hours, by Chip Darnell and Gloria Vance.
- Topics: CEO.
- BBN covered this story before: Shopify CEO turns wine cellar into AI server room, uses it to track… (November 2).
The real story
The reporting behind this segment. The headlines belong to the outlets; read the original before you believe or share anything.
- Fox NewsCoca-Cola CEO says Diet Coke is back, takes on 'fridge cigarette' moniker
- Yahoo FinanceCoca-Cola CEO responds to Diet Coke 'fridge cigarette' moniker: Consumers call it what they want October 28, 2026 · facts used on air
- ArchydeCoca-Cola CEO Henrique Braun Addresses Viral Fridge Cigarette Trend facts used on air
What BBN said about it
Gloria Vance · World News AnchorCoca-Cola's new chief executive, Henrique Braun, says the most important thing is that the company never positions Diet Coke as a fridge cigarette.
Chip Darnell · U.S. News AnchorAnd his actual quote on the nickname is, consumers call it the way they want to call it. So who's selling it, then?
Gloria Vance · World News AnchorDiet Coke and Coke Zero volumes grew in the double digits in North America last quarter, Braun says. A firm position, held mostly by the customers.
The story so far
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- Shopify CEO turns wine cellar into AI server room, uses it to track… · Hindustan Times
- Coca-Cola CEO says Diet Coke is back, takes on 'fridge cigarette'… (this story)
From the archive: everything BBN aired on Monday, November 2, 2026 · the U.S. archive · all months
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