Clear craze
Marketing fad / From Wikipedia, the free encyclopedia
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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,[citation needed] 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.