User:Drewmutt/sandbox/Clear craze

The clear craze was a marketing fad in the late 1980s and 1990s. In beverages, clarity was equated with purity, free of artificial dyes and manufactures of household items released clear versions of their products.

Drinks

Following the trend of "light" drinks with less calories and artificial flavors, many companies released "clear" versions of their products. Crystal Pepsi was promoted as having no preservatives and no caffeine, although the previous Pepsi also didn't have preservatives, and a caffeine-free version was already available. Soon after, Coca-cola released Tab Clear. The beer industry also became involved. In Aug 1992, Coors announced Zima, a clear, carbonated malt beer and in 1993, Miller released Miller Clear, a clear variant of their beer to mixed reviews.

Personal hygiene

Gillette released versions of their deodorants and shaving creams in a clear gel form of which is still in use today.

Appliances

Play It Loud! Nintendo Game Boy, an example of clear craze design

Since the introduction of plexiglass in the late 1930s, devices have been made with clear shells to expose the electromechanical components inside. At the 1939 New York World's Fair, a 139 Pontiac Deluxe Six with a clear plexiglass body was on display. Peaking in the 1960s and 1970s, transparent-shelled devices fell out of fashion until the clear craze in the late 80s. Following the breakup of the Bell System in the mid 80s, a surge of manufactures began creating phones, many of them transparent and having flashing neon lights when the phone rang. Up into the 90s the trend continued with transparent watches, staplers, calculators and handheld gaming devices including the Nintendo Game Boy.

External links

• Clear, and cashing in, Newsweek, 2 February 1993