In its twenty-five-year history as a birth control method, the Today Sponge has had its ups and downs. Off the market for more than a decade, it returned to the United States in 2005. Now, it’s back in the news, with a new look and advertising campaign.
With renewed interest in the sponge, women may be wondering what happened to it, how it works, and whether it’s the right form of birth control for them.
The History of Today
The contraceptive sponge debuted in 1983. Many women took to the sponge because it was an affordable, easy-to-use, convenient, over-the-counter form of birth control. Some liked it because, unlike other barrier methods such as the diaphragm or the now-discontinued cervical cap, the sponge doesn’t require a prescription. The sponge appealed to many women because it offers ongoing pregnancy prevention for up to twenty-four hours. It also generally cannot be felt by either partner and does not interrupt sex play.
Roughly 250 million sponges were sold over the next eleven years. Then, at the end of 1994, Whitehall-Robins Healthcare, the company behind the sponge, decided to shut down production because of problems with the manufacturing plant.
Sponges grew scarce by early 1995. A now-infamous Seinfeld episode from that year showed Elaine scouring the city for her preferred form of birth control, then making her supply last by setting “spongeworthy” standards for prospective partners. “I was another Elaine,” jokes Bettye Gaddison, a Colorado woman who considered the sponge her birth control method of choice in her thirties. “I liked it because it was a spontaneous method of birth control, and it was appealing back then because it was new.”
But by the time another company, Allendale Pharmaceuticals, purchased the rights to manufacture the sponge in 1998, most women had said their goodbyes and moved on to other birth control methods. Then, in March 2003, Allendale announced it would sell the sponge in stores and online in Canada. The response was overwhelming one Canadian website selling the sponge crashed under the initial demand.
Although there was never any question about the safety or efficacy of the sponge, it took another two years for the FDA to approve it for sale in the U.S. The news came on April 22, 2005, and in the days that followed, many in the reproductive health care field applauded. In an April 2005 interview, Meg Autry, an OBGYN at the University of California, San Francisco, told USA Today, “The more things we have that women can get without a prescription and without having to go to the doctor, the more we can decrease unwanted pregnancies.”
Demand for the sponge spiked, but the limited distribution of the sponge flustered many consumers. Most sales to women in the U.S. came from Canadian websites, a practice not sanctioned by Allendale Pharmaceuticals.
The sponge eventually returned to pharmacy shelves and could be ordered online from U.S. websites. Then, in early 2007, a company called Synova bought the sponge from Allendale Pharmaceuticals. In late July, the company relaunched the Today Sponge website, with a slick new package and marketing campaign.
The New Sponge
The new sponge is the same as the old one just with a new look. Instead of the traditional flower logo, the new sponge packaging and marketing materials feature an array of cartoon women, each with her own personality, quirks, and reasons for choosing the sponge. Maria, twenty-two, is health conscious and likes the sponge because it has no hormones. Lilly, thirty-two, is a breastfeeding mom. Jill, forty, is newly single. They are the women of Today, according to the website. The message? The sponge is yet another birth control choice for a variety of women, regardless of age or lifestyle.
Sponge 101
What is the sponge?
The sponge is a reversible barrier method of birth control. It is inserted deep into the vagina before intercourse. The sponge is made of solid polyurethane foam and contains spermicide. It is soft, round, and about two inches in diameter. It has a nylon loop attached to the bottom for removal.
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