Will Seinfeld Curse the Relaunch of the Today Sponge?

In a design column this week, I discuss the relaunch and the trendy new package redesign of the Today Sponge, made famous on an episode of Seinfeld. You can read it here. (If you want to see the fancy pictures, including prototype designs that weren't used and the original packaging, you'll have to buy the magazine.)

Two things are interesting about this launch:

1. This is the third company that has owned the brand. It's been through Wyeth, Allendale and is now at Synova. The first two had only middling success with it. Wyeth got sales up to $25 million but chose to eject the business rather than keep it when their factory ran into a problem. Allendale wrung $2 million in sales from the Sponge after it had been off the market for many years.

2. Every exec I've ever spoken to about the Sponge has raved about what high awareness it has among women, thanks mainly to Seinfeld.

What is the link between these two factors?

A cynic might suggest that the Seinfeld ep has actually hurt, not helped, the brand, because the entire show revolves around the notion that the Sponge is being taken off the market. As Synova evp-sales/marketing Joann Armitage told me, "Our biggest challenge is making sure people understand that it is in fact on the shelf again," said.

Understanding that challenge might be the key for Synova. Because, as the previous two companies found out, simply being famous isn't enough to beat the Seinfeld curse.

Comments

[John Mack]

I have a suggestion for Synova: Commission look-alike Seinfeld actors and do a new episode on YouTube all about how the sponge is back.

Now Elaine doesn't have to worry whether this guy or that is sponge-worthy. They ALL are!