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Allendale Pharmaceuticals, manufacturer of the Today Sponge, has chosen Williams Whittle to relaunch the contraceptive.
Once a popular over-the-counter birth control device, the sponge went out of production in 1994 because of health concerns involving its manufacture.
A $3 million campaign will begin in women’s magazines this winter. An online component is also planned.
The Alexandria, Va., agency won the account over larger rivals in New York and Philadelphia, said Allendale president Gene Detroyer.
“Williams Whittle is a smaller agency, so I know we won’t get lost,” said Detroyer.
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