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NEW YORK Miles Thirst, the Sprite character introduced in February 2004 by WPP Group’s Ogilvy & Mather, is being phased out of the brand’s advertising, sources said, and the company is poised to invite Ogilvy and undisclosed others to present new ideas and a tagline to replace the 11-year-old “Obey your thirst” positioning.
Coca-Cola spent $25 million in U.S. media on Sprite brands from January to May 2005, per Nielsen Monitor-Plus.
Ogilvy here referred calls to the client.
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