Clear Craze

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

Drinks

Following the trend of "light" drinks with fewer 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 did not have preservatives, and a caffeine-free version was already available. Soon after, Coca-Cola released Tab Clear.[1] 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.[2]

Personal hygiene

Gillette released versions of their deodorants and shaving creams in a clear gel form which is still in use today.[3]

Appliances

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.[4][5] 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.[6] Up into the 90s, the trend continued with transparent watches, staplers, calculators and handheld gaming devices including the Nintendo Game Boy.[7]

References

  1. ↑ "15 Feb 1993, 35 - The Morning Call at Newspapers.com".
  2. ↑ "27 Jun 1993, 5 - The News Leader at Newspapers.com".
  3. ↑ "15 Feb 1993, 42 - The Morning Call at Newspapers.com".
  4. ↑ Joslin, Tom. "See-through 1939 Pontiac sells for $308,000".
  5. ↑ "Ghost Car -- A 1939 Plexiglas Pontiac Deluxe Six -- To Be Auctioned". 6 July 2011 – via Huff Post.
  6. ↑ "26 Apr 1990, 13 - The Daily Journal at Newspapers.com".
  7. ↑ "8 Oct 1996, Page 30 - Arizona Republic at Newspapers.com".
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