HOT TREND: PROMOTERS HOPE NEW PRODUCTS CLEARLY BETTER

Clear products are in today's markets.

A clear dishwashing liquid came on the market last spring, Pepsi Cola recently emerged with its Crystal clear soft drink, and clear beer will be introduced in several markets this month.

Marketers say the clear products provide some real benefits.

Procter & Gamble, which started national distribution of clear Ivory dishwashing liquid last spring, claims the new version is tougher on grease and easier on the hands.

"The new clear Ivory replaced the white liquid, which first appeared in 1957," said Larry A. Stahlman of the P&G plant north of Cape Girardeau.

"When the original Ivory dishwashing liquid was introduced 45 years ago, it was advertised as mild on hands," said Stahlman. "It is still mild on hands, only better, and is a grease-cutter."

Glenn Edwards, director of personnel of the Marion, Ill. Pepsi-Cola Bottling Co., which manufactures Crystal Pepsi for this area, said the new drink was introduced in Southern Illinois and Southeast Missouri recently in vending machines.

"The drink can now be found in many convenience stores, and will be placed in super markets later this month," said Edwards.

"The soft drink industry is getting into the new age of beverages," said Edwards. "The new product's cross-over appeal to both traditional cola and previous non-cola drinkers is expected to stimulate a new range of beverage-drinking occasions for today's consumer."

Edwards cited statistics that show that cola is the most popular soft drink among consumers. "Locally, cola accounts for nearly 62 percent of all soft drink sales," he said.

"Crystal adds a whole new dimension to the cola segment and the soft drink industry," said Edwards. The new drink is a caffeine-free, low sodium cola with natural flavors and no preservatives, he said.

The new beverage will be available in 12-pack cans and 16-ounce and two-liter containers in both regular and diet.

Coca-Cola will offer a clear product Tab Clear a version of one of the company's diet colas, in the near future.

"Tab Clear is being tested in 10 markets now," said Dave Shifler of the marketing department of the Jonesboro, Ark., Coca Cola Bottling Co. "Once it has been approved for national distribution, we'll start bottling it here," he said. He said test-market results are showing good results.

Marketers of well-known brands of dishwashing liquids, mouthwashes, deodorants, and beer are scrambling to get clear products on the shelves.

Miller Brewing Co. plans to introduce the first clear beer, Miller Clear, in several markets later this month; the Palmolive name appears on a clear dishwashing liquid in a see-through plastic bottle produced by Colgate-Palmolive Co.; Lavoris is marketing a colorless mouthwash and Ban has a clear, solid deodorant.

Marketers say the new clear products provide real benefits, or emphasize other changes that distinguish the clear product form the original.

A maker of clear deodorants, for example, told the Associated Press recently that the clear deodorants leave no white residue like traditional sticks and powders.

"Many people perceive clear substances to be pure and natural and somehow better," said Roger Blackwell, professor of marketing at Ohio State University. He told AP that perception is the beginning of reality but it is not always reality.

He said clarity may be novel enough to attract some consumer interest, but "only those products with a distinct advantage will survive."

Jane Fitzgibbon, who follows consumer trends for the advertising agency, Ogilvy & Mather, said she suspects a fad element in marketing of clear products, but it can be a potent selling tool.

"We want clean air, clean water. It means trouble-free and blemish-free," she said. "It makes people more comfortable in using these products."