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Miles Away: Sprite to Seek New Ideas

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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. A Coke representative declined to comment.

The moves are a precursor to a complete overhaul as brand executives mull a 2006 celebrity-driven brand relaunch with a package change and new flavor profile, sources said.

Sources said NBA star LeBron James (paired with Miles in work currently on air) would continue to appear in ads for Sprite.