HORSHAM, Pa., June 13 /PRNewswire/ -- Dudnyk -- a full-service, strategic healthcare marketing communications agency -- has developed an integrated campaign to relaunch Today(R) Sponge, a hormone-free, over-the-counter (OTC) female contraceptive device distributed by a wholly owned subsidiary of Synova Healthcare Group, Inc. .
Shortly after being awarded the business, Dudnyk developed a new position, market strategy, and spearheaded a bold creative campaign-including national consumer advertising, professional promotion, collateral materials, and package design. The new campaign was introduced at the American College of Obstetricians and Gynecologists (ACOG) annual meeting this past month.
"Dudnyk's strategic acumen, creativity and energy were exactly what we needed from an agency to relaunch the Today(R) Sponge," said Joann Armitage, Executive Vice President, Sales and Marketing at Synova Healthcare. "Strategic insight and the ability to execute the agreed upon strategies is essential in our business. Dudnyk delivered a comprehensive campaign that aligned perfectly with the desired positioning in the marketplace."
Today(R) Sponge, which combines a spermicide and a barrier contraceptive in one product, was first introduced in the early 1980s. During the 11 years it was previously on the market, it was the top-selling OTC female contraceptive in the US.
"It is estimated that there are 43 million women using a variety of contraceptive options," said Armitage, "The relaunch of Today(R) Sponge will offer these women an innovative birth control option, without the side effects that are commonly associated with hormone-based contraceptives." According to a recent survey, that's exactly what these women are looking for; thirty-five percent of women who use birth control are extremely or somewhat dissatisfied with their present method, and 50% of all women who use hormonal methods are concerned about side effects.
"We are very excited to support such a recognized brand. The new campaign targets female consumers by life events that shape women's attitudes over time. We are giving Today(R) Sponge a new look -- one that women of all ages will be able to embrace," said Frank X. Powers, Executive Vice President.
About Dudnyk
Dudnyk is an award-winning, independently owned, full-service branding, advertising, and marketing group that serves the healthcare industry by delivering "bold brand solutions." For more information about Dudnyk, visit www.dudnyk.com.
About Synova Healthcare Group, Inc.
Synova Healthcare Group, Inc., is committed to delivering innovative products that provide meaningful improvements in women's healthcare. Through its subsidiaries, Synova Healthcare focuses on the development, distribution, marketing, and sale of women's healthcare products related to contraception, vaginal health, menopause management, fertility planning, obstetrics, and personal care. Its goal is to provide healthcare solutions that address every stage of a woman's reproductive life. Synova currently markets and sells products under the brand names Today(R), Fem-V(TM), MenoCheck(R) and MenocheckPro(R). Today(R) Sponge is a non-hormonal contraceptive that combines barrier, spermicidal and absorptive methods to prevent conception. Fem-V(TM) is a noninvasive diagnostic test designed to assist women in detecting and diagnosing the presence of elevated vaginal acidity, often indicating a vaginal infection. MenoCheck(R) and MenocheckPro(R) are in-home and in-office noninvasive diagnostic tests used to detect and diagnose the onset of menopause. For more information, please visit the company's website at www.synovahealthcare.com.
DudnykCONTACT: Rebecca Neufeld of Bliss, Gouverneur & Associates,+1-212-840-1661, Rebecca@blisspr.com, for Dudnyk
