Rhiannon Joyce

But the weird thing is I can't actually remember the product placement in it.

I only remember the people.

Yeah.

But I remember it was Diet Coke and I remember the people, but I can't remember what the product tied to it was.

You're like Coke and hot.

But Coke and culture.

Like this is the thing.

Like they've created this environment that I'm thinking about something and a scenario and I'm associating the brand.

The product didn't even need to be there.

Fridge cigarette.

In the office.

We call them zokes.

I think it was Shu who came up with that term.

I don't know if she was saying it in her friendship group and she said it in the office and it really stuck.

And now it's like the thing in the office.

They're called zokes.

One of the most iconic ones and where I feel like it's really dominated the meme cycle, particularly on TikTok, is the fridge cigarette.

And I did say that up top, but that was actually created by Rachel Renaud on TikTok originally and went full viral.

Let me describe what Maddie's doing.

She's trying to put her Coke Zero in between her fingers to mimic her holding a cigarette.