MARKETING'S HOTTEST COLOR IS THE KIND YOU CAN'T SEE

                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: TUESDAY, March 9, 1993                   TAG: 9303090042
SECTION: BUSINESS                    PAGE: B6   EDITION: METRO 
SOURCE: SKIP WOLLENBERG ASSOCIATED PRESS
DATELINE: NEW YORK                                LENGTH: Medium
MARKETING'S HOTTEST COLOR IS THE KIND YOU CAN'T SEE
PERCEPTION IS not always the reality, say marketing experts. Critics think the rush to clarity is only a gimmick consumers will see through. It's hip to be clear. Or is it hype?
Marketers of well-known brands of soft drinks, dishwashing liquids, mouthwashes and deodorants are scrambling to get clear spinoffs of distinctively hued old standbys on supermarket shelves.
Next on line: clear beer.
Miller Brewing Co. plans to introduce the industry's first clear beer, Miller Clear, in several markets later this month.
Already, there's Crystal Pepsi and Tab Clear. The Palmolive and Ivory names appear on clear dishwashing liquids. Lavoris is marketing a colorless mouthwash. And Ban has a clear solid deodorant.
Marketers say the clear products provide real benefits or emphasize other changes that distinguish the clear product from the original.
Makers of clear deodorants, for example, say they leave no white residue as traditional sticks and powders do.
But some marketing experts say the onslaught of clear products smacks of gimmickry that consumers eventually will see through.
"People perceive clear substances to be pure and natural and somehow better," said Roger Blackwell, professor of marketing at Ohio State University. "The perception is the beginning of reality, but it is not always the reality."
He said clarity may be novel enough to draw some consumer interest, but "only those [products] with a distinct advantage will survive."
New Product News, a monthly Chicago-based publication that chronicles product introductions, spotted about four dozen clear products among 16,790 new food, personal care or household products in 1992. That didn't include another 35 sparkling waters and juices that came out with clear variations.
"Everyone is desperate for something innovative. But a lot of this is just appealing to consumers' perceptions. I don't think it will last," said editor Martin J. Friedman.
Pepsi-Cola Co. began the national rollout of Crystal Pepsi late last year and launched its ad campaign on the eve of President Clinton's inauguration, trying to capitalize on the change theme.
The company said Crystal Pepsi was developed because of a demand for a cola that used natural flavoring, no preservatives and less sweetness.
Coca-Cola Co. is testing Tab Clear, a version of one of its diet colas.
Colgate-Palmolive Co. and Procter & Gamble Co. began national marketing of clear dishwashing liquids in see-through plastic bottles last spring. Each claims the new versions are tougher on grease and easier on the hands.
Procter's clear Ivory replaced the white liquid sold for 45 years.
Dep Corp. Chairman Robert Berglass said its Crystal Fresh Lavoris uses mountain spring water and different flavoring and is expanding the market of consumers who've been sloshing the red cinnamon-flavored mouthwash for 70 years.
Jane Fitzgibbon, who follows consumer trends for the advertising agency Ogilvy & Mather, said she suspects a fad element in "clear" marketing, but it can be a potent selling tool.
"We want clear air, clear water. It means trouble-free and blemish-free," she said. "It makes people more comfortable in using these products."

by Archana Subramaniam by CNB