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Mutual of Omaha may have had its own "aha moment" when the insurance company decided to drop its lawsuit against Oprah Winfrey's company over the rights to that phrase.
But documents filed in U.S. District Court don't indicate what led Mutual to ask for the dismissal, and company officials did not immediately respond to a message left Monday.
Mutual and Winfrey's Chicago-based Harpo Productions Inc. started sparring earlier this year after Mutual starting using the slogan "official sponsor of the aha moment" in a national advertising campaign.
Winfrey's representatives argued the phrase was synonymous with Winfrey and her show.
Mutual responded with the lawsuit and documents showing it had obtained preliminary approval of a federal trademark.