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NEW YORK Allendale Pharmaceuticals, via MDC Group here, said it would launch over the next few months a $6-7 million consumer campaign for the Today sponge, the contraceptive device turned into a pop-culture icon by a Seinfeld episode.
The campaign will likely begin airing in the fall or first quarter of 2006. Creative will target women age 30 and above, and the company hopes to take advantage of the recent bad rap received by hormone-based drugs.
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