The sponge is back!

Published: July 30, 2007, 4:30 pm

The Today sponge, now put out by Synova Healthcare Group, is back on the market. And it has a new "look." The new package is meant to have a more modern look: instead of a pink flower and a conservative-looking typeface, the box has drawings of hip-looking women, playful typography, and colors that Synova officials call fuchsia and wine. Barry Schmader, executive vice president and creative director of Synova's advertising agency, Dudnyk, of Horsham, Pa., said the new colors and graphics were chosen to create high impact and to help the Today Sponge compete on store shelves, especially with condoms. We need to stand out on the contraceptive shelf space and compete for presence, he said. The new advertisements feature four drawings of women who personify the different customers whom Synova seeks to attract: Maria, 22, who is health conscious and job hunting; Monique, a 30-something career woman; Lilly, a 32-year-old doctor and new mother who is

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