Sponge brand originally spelled with two hyphens

OCELO

Think of a vintage cleaning sponge whose name lost its dashes but kept its five letters.

This clue refers to O-Ced-O, a vintage sponge brand whose name was originally styled with two hyphens ("O-Ce-D-O"). Over time, the spelling simplified to "O-Celo" and later just "Ocelo," but the hyphenated version is the key here. The answer "OCELO" drops the hyphens but keeps the core letters, making it a slight twist on the brand’s historical name.