The clear craze was a marketing fad in the late 1980s and 1990s, equating clarity 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 electronics have had transparent cases.

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