Ogilvy Supports Sprite's 'Thirst Out'

NEW YORK Looking to build on the momentum of its current “Miles Thirst” ads, Sprite on May 1 will launch an eight-month promotion called “Thirst Out.”

The contest, running under the caps of 20-oz. bottles, will dangle free Blockbuster movie and video rentals, Musicmatch downloads and Midiringtones cell phone sounds. The promotion “fits into the fabric of influencer teens’ everyday lives, leverages our brand new spokesman and, we hope, will build brand loyalty over time,” said Lisa Speakman, senior brand manager of Sprite at Coca-Cola Co.