The clear craze was a marketing fad from the late 1980s to early 2000s, often equating transparency with purity. Inspired by Ivory's "99 and 44/100 percent pure" campaign for bath soap, and by low-calorie or "light" beverages, sodas were redesigned in the 1980s and 1990s as being free of artificial dyes, such as the caffeine-free and preservative-free Crystal Pepsi. Personal hygiene products were then relaunched as clear dye-free gels, and many electronics had transparent cases.
Play It Loud! Nintendo Game Boy, an example of clear craze design
Since the introduction of Plexiglas 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 engine with a clear Plexiglas body was on display.[1][2] Peaking in the 1960s and 1970s, transparent-shelled devices fell out of fashion until the clear craze in the late 1980s. Following the breakup of the Bell System in the mid 1980s, a surge of manufacturers began creating phones, many of them transparent and having flashing neon lights when the phone rings.[3]
A trend of "light" beer with fewer calories started in the 1960s. Then, color was identified in the marketing industry as a "tool for visual persuasion" toward a product's purity and health consciousness. Ivory soap was adapted from its classic milky solution and its slogan of "99 and 44/100 percent pure".[4] This led up the clear craze starting in the 1980s. To showcase the reduction of calories or artificial flavors, many companies released clear versions of their products. The clear cola market was entered by Crystal Pepsi on April 13, 1992[5] featuring no preservatives or caffeine, although the existing Pepsi also did not have preservatives, and a caffeine-free version was already available.[4][6]Coca-Cola soon responded with Tab Clear.[7] In August 1992, Coors announced Zima, a clear, carbonated malt beer and in 1993, Miller released Miller Clear to mixed reviews.[8]
Gillette released versions of its existing deodorants and shaving creams in a clear gel form, which have continued indefinitely.[9]
Through the 1990s, the clear trend included transparent watches, staplers, calculators, handheld gaming devices such as the Nintendo Game Boy,[10] and computers such as Apple's iMac G3.
^ abGarber, Lawrence L. Jr. (2003). "Color as a Tool for Visual Persuasion". In Linda M. Scott (ed.). Persuasive Imagery: A Consumer Response Perspective. Lawrence Erlbaum Associates. p. 313. ISBN0-8058-4202-0. Retrieved February 12, 2020.
^"Business Digest". The New York Times, April 13, 1992
clear, craze, clear, craze, marketing, from, late, 1980s, early, 2000s, often, equating, transparency, with, purity, inspired, ivory, percent, pure, campaign, bath, soap, calorie, light, beverages, sodas, were, redesigned, 1980s, 1990s, being, free, artificial. The clear craze was a marketing fad from the late 1980s to early 2000s often equating transparency with purity Inspired by Ivory s 99 and 44 100 percent pure campaign for bath soap and by low calorie or light beverages sodas were redesigned in the 1980s and 1990s as being free of artificial dyes such as the caffeine free and preservative free Crystal Pepsi Personal hygiene products were then relaunched as clear dye free gels and many electronics had transparent cases Play It Loud Nintendo Game Boy an example of clear craze design Contents 1 History 2 See also 3 References 4 External linksHistory Edit Pontiac Deluxe Six 1939 Ghost Sedan Since the introduction of Plexiglas 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 engine with a clear Plexiglas body was on display 1 2 Peaking in the 1960s and 1970s transparent shelled devices fell out of fashion until the clear craze in the late 1980s Following the breakup of the Bell System in the mid 1980s a surge of manufacturers began creating phones many of them transparent and having flashing neon lights when the phone rings 3 A trend of light beer with fewer calories started in the 1960s Then color was identified in the marketing industry as a tool for visual persuasion toward a product s purity and health consciousness Ivory soap was adapted from its classic milky solution and its slogan of 99 and 44 100 percent pure 4 This led up the clear craze starting in the 1980s To showcase the reduction of calories or artificial flavors many companies released clear versions of their products The clear cola market was entered by Crystal Pepsi on April 13 1992 5 featuring no preservatives or caffeine although the existing Pepsi also did not have preservatives and a caffeine free version was already available 4 6 Coca Cola soon responded with Tab Clear 7 In August 1992 Coors announced Zima a clear carbonated malt beer and in 1993 Miller released Miller Clear to mixed reviews 8 Gillette released versions of its existing deodorants and shaving creams in a clear gel form which have continued indefinitely 9 Through the 1990s the clear trend included transparent watches staplers calculators handheld gaming devices such as the Nintendo Game Boy 10 and computers such as Apple s iMac G3 Crystal Pepsi A translucent indigo iMac G3 A translucent orange Nintendo 64 See also EditRetrofuturismReferences Edit Joslin Tom July 31 2011 See through 1939 Pontiac sells for 308 000 Jalopnik Ghost Car A 1939 Plexiglas Pontiac Deluxe Six To Be Auctioned Huff Post July 6 2011 April 26 1990 13 The Daily Journal The Daily Journal April 26 1990 p 13 via Newspapers com a b Garber Lawrence L Jr 2003 Color as a Tool for Visual Persuasion In Linda M Scott ed Persuasive Imagery A Consumer Response Perspective Lawrence Erlbaum Associates p 313 ISBN 0 8058 4202 0 Retrieved February 12 2020 Business Digest The New York Times April 13 1992 Zyman Sergio The End of Marketing as We Know It Harper Collins 1999 ISBN 0 88730 983 6 February 15 1993 35 The Morning Call at Newspapers com June 27 1993 5 The News Leader June 27 1993 p 5 via Newspapers com February 15 1993 42 The Morning Call at Newspapers com October 8 1996 Page 30 Arizona Republic at Newspapers com External links EditClear and cashing in Newsweek February 2 1993Portals 1980s 1990s 2000s Retrieved from https en wikipedia org w index php title Clear craze amp oldid 1116460169, wikipedia, wiki, book, books, library,
