Today Sponge Gets New Life, Plus $6-7M In Ad Support

Allendale, N.J.—Allendale Pharmaceuticals over the next few months launches a $6-7 million campaign for the Today sponge, the contraceptive made famous by a Seinfeld episode. Ads, via MDC Group, New York, include women's magazines, radio and Internet. The effort, targeting women 30-and-older, will likely begin airing this fall or first quarter 2006. The sponge will be available in drugstore chains in September; the company is eyeing $35 million in annual sales.