@JoshAllenQB pic.twitter.com/FcNSIPzYdu. Flavor. Later, in the 1920s, they began expanding their marketing reach into Europe. Invented within a decade of each other, Coca-Cola was always the more popular drink. TheForresterNewWave:AI-EnabledConsumerIntelligencePlatforms, 33, Avenue John F Kennedy, L-1855, Kirchberg - Luxembourg, 7415 Southwest Parkway Bldg. From a North American perspective, the Super Bowl
Basically, both companies can be seen as the champion depending on the factor taken into account. She hates writing about herself in the third person, but was persuaded by a small, blue Yeti. It supports and donates regularly. Head to the #PepsiHalftime Show app NOW to learn how you can get the chance to win the FIRST prop from the trailer. Lets celebrate zero goals with Pepsi Zero Sugar! More than half of PepsiCo's revenue comes from food products rather than soft drinks or water. Lets wrap up this Coke vs. Pepsi summary by taking a look at some cold, hard data. This time by a man named Caleb Davis Bradham. Each brand has its die-hard fans. during the 2018 Super Bowl, compared with the 2019 event. A Falcon Software Company Inc. subsidiary, CMS-Connected delves into the latest technologies, innovations, mergers, acquisitions, software platform products, and services. The rivalry between Coca-Cola and Pepsi feels like it's been around forever, but this isn't true in the slightest. Pepsi had a bigger impact with branded mentions
[5], The two companies continued to introduce new and contemporary advertising techniques, such as Coke's first celebrity endorsement and 1915 contour bottle, until market instability following World War I forced Pepsi to declare bankruptcy in 1923. Winner: Coke commands more of the soft drink market than Pepsi, making Coke the winner. Pepsi's best ad campaign and arguably one of the most successful ad campaigns by anyone ever was the Pepsi Challenge, launched in 1975 (via Business Insider). They decided that people's preferences for one or the other were based more on brand identity. Coca-Cola Black Cherry Vanilla, Diet Coke Cherry Vanilla, Coca-Cola Blk, Coca-Cola with Orange (sold in the UK) Coca-Cola Raspberry, Diet Coke Raspberry, and TaB (original Diet Coke, still available in some countries), Pepsi Diet, Pepsi, Pepsi max, Pepsi One, Caffeine Free Pepsi, Caffeine free Diet Pepsi, Pepsi Throwback, and Pepsi Next, Wild Cherry pepsi, Diet wild cherry pepsi, Pepsi Lime, Diet Pepsi Lime, Pepsi Jazz in two flavors (Strawberries and Cream and Black Cherry Vanilla), Pepsi Twist (lemon flavored in both regular and diet varieties). Coca-Cola knows how to get their moneys worth. Around this time, the company was selling around 100,000 gallons of its product per year. Related: Learn why distinctive features, like Cokes unique bottle, are crucial for the success of your brands personality. No one in the history of getting drunk ever took the drink back to complain. One Comic / Magazine (s). Although Coke has used a few celebrity endorsements in the past, Pepsi reigns supreme in this department. Compared to Cokes investment in the World Cup, Pepsi seems to pay a huge premium to sponsor the Super Bowl in terms of social media return on investment. We'll Bring The Drinks", and "Look Who's in Town for Super Bowl LIII". Diet Pepsi. Forbes reports that to reach younger consumers, Pepsi has tapped many celebrities over the years, ranging from pop stars to rap . With the bottom line, both companies have seen revenues steadily spike since around the mid-1980s and forward. While Pepsi generated 7.8 million brand mentions and 75.2 million engagements. North Carolina pharmacist Caleb Bradham introduced what was first called Brads Drink in 1893. The brand is also seen as more reliable and imaginative compared to its rival. In the battle between Coke versus Pepsi, there are many factors to consider when choosing a winner. New York CNN . The result: 227,300 branded mentions. Pepsis got a lot to give to drive this idea even further. Positive sentiment for flavor, followed by sustainability. How else can we account for two versions of brown, carbonated sugar water achieving billions of dollars in global sales? Finally, the budget to exclusively sponsor the halftime show is around $5M. Why did the Cola Wars happen? Sticking with the financial argument, PepsiCo has fared better than Coca-Cola during the COVID-19 pandemic. Analyze and organize data in real time for actionable insights. This was coupled with a successful Be Sociable, Have a Pepsi campaign that combined TV ads with radio spots and print ads. Theyre known for working with high-profile celebrities. Pepsi, while not ignoring, took a step back, compared to Coca-Cola. The announcement days before the World Cup of BTS, a South Korean boy band, as Coca-Colas brand ambassador generated the biggest social media buzz of the year for the Atlanta-based company, with over 615,000 mentions. Subsequent studies with scientific controls found only modest differences between Pepsi and Coke. Pepsi had been a major sponsor of the NFL for years, most recently renewing its sponsorship deal in 2011. Coca-Cola also enjoys a higher market capitalization on the stock exchange, with $204.87 billion value versus $159 billion for PepsiCo, by end of January 2019. This is especially true with anything thats presented online. LOL#80sCoke #NewCoke pic.twitter.com/hASvGGptjV. Ending with a yearly $11.25M cost-share for the Pepsi brand, only assigned to the Super Bowl. And last, but certainly not least, pay attention to what matters most to your customers! Fast forward, a hundred years later in the 1980s, the soda war between Pepsi and Coke was full force for a while ending in a brief victory for Pepsi and a product failure for Coke (Gutierrez, 2021). Pepsi is a better investment. Their content hashtag #trophytour had only minor impact, showing that it was too difficult to decipher for the masses. The company went on to sell 7,968 gallons of Pepsi syrup in its first year of existence. Pepsis first logo used in 1898 included a splashy, difficult-to-read font that was gradually tweaked over time to make it stand out more. Pepsi, on the other hand, has largely focused on complementing its core beverage business with snack food offerings. This urged consumers to find bottles with names of loved ones to share. By this point, Pepsi was seen as a fierce competitor within the beverage industry. We see that with an estimated similar budget, the social media outcome can be very different, as other factors, political, cultural or competitive, can have a massive impact on a brands voice on the internet. As it turns out, the two combatants in the cola wars are more about image than substance. Global level 2018 - Coca-Cola led the year-long share of voice - SOV - battle on social media with the help of strong celebrity endorsement and the World Cup. This urged consumers to find bottles with names of loved ones to share. Hashtags mentioning BTS were predominant during the 2018 World Cup,
This needs to be tracked properly in order to take corrective measures. Coke-Cola was quick to take advantage of the emerging power of television in the 1950s. Coca-Cola knows how to get their moneys worth: the brand generated 766,000 cumulated brand mentions and 11.1 million engagements directly linked to the brand and the event, for a total engagement ROI of 0.18 EN/$. Both rivals are under pressure to stay top of mind in terms of instant refreshment and indulgent choice. mayo 29, 2022 . Positive sentiment was dominated by flavor. A global worldwide approach does not always make sense for specific markets. Coke out-spends Pepsi on advertising by a substantial margin. Both companies ran television ads during the Super Bowl, as Coca-Cola aired the commercial "A Coke is a Coke" just before the Super Bowl's National Anthem, while Pepsi ran a series of ads with the tagline "Is Pepsi OK?".[12]. Pepsi changed its formula under new ownership in the 1930s. WILL SEND WORLDWIDE.ASK FOR DETAILS. Two years later, in 1898, Caleb Bradham renamed his "Brads Drink" to "Pepsi-Cola," and formed the Pepsi-Cola Company in 1902, prompting the beginning of the cola wars. NCL plans to serve only Coke products fleetwide by the end of 2022. By the 1960s, both Coke and Pepsi brands were distributed in more than a hundred countries around the world. Coke vs. Pepsi Published: 22 Aug, 2021 Views: 68 Coke noun (uncountable) Solid residue from roasting coal in a coke oven; used principally as a fuel and in the production of steel and formerly as a domestic fuel. The company used this combination in all its advertising to boost its brand awareness and recognition. Billy Joels classic, chart-topping 80s hit We Didnt Start the Fire refers to the rock and roller cola wars, a nod to the infamous marketing battle between Coca-Cola and Pepsi. Coca-Colas BTS partnership, leveraged throughout the World Cup 2018, is key to its global marketing plan. Consumers welcomed the diet and caffeine-free versions, but when Coca-Cola launched New Coke, in direct competition with Pepsi - changing the taste of the original - consumers rejected it out of hand. The golden formula sports event + famous musician may work more or less, and brands need to remain current in order to stay relevant within their respective audiences. Check out our Super Bowl LVI report, for the latest analysis and insights from the Big Game! A personal reading copy not an attractive gift. About five years later, the company was sold and relocated to Virginia. Despite a high-profile misstep with Madonna in 1989, Pepsi has continued to attract big-name pop stars for its ads. Then, in 1898, a rivalry that would span decades was born as soon as Pepsi hit the market. However, the Coca Cola script that was already being used came from Dr. Pembertons bookkeeper, Frank M. Robinson. Brands are built on the backs of athletes and entertainers. A review of the Coke vs. Pepsi marketing feud isnt complete without a look at each brands now iconic logos and the colors used. by Clarissa Sievers | Feb 23, 2020 | Marketing Insights | 0 comments. Pepsis Super Bowl 2019 ad sneak-preview tweeted by Cardi B created strong momentum for the brand. While Pepsi has been linked to the NFL since 2002. PepsiCos NFL 20-year brand partnership costs them an estimated $90M per year in fees, including all their brands. To be fair, both companies have had their share of social media highs and lows. Nowadays, Cokes brand personality is known for being positive, simple, and classic. Pushing its product as a beverage to accompany food, the brand regularly posts recipes. Revenue details of Coke and Pepsi. All done to the beat of our custom track from Becky G and Burna Boy #pepsicoproud pic.twitter.com/vTbPbvm4dP. Editors note: This post was originally published in 2019 and has been completely updated for comprehensiveness and accuracy. When it comes to which brand sells more, Coke is the clear winner with a market share of nearly 45%. First, understand your market and target audience. Their. Created and developed in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on 1898 then to Pepsi in 1961. The period from November 2021 to January 2022 shows that share of voice in the industry went to Coca-Cola, followed closely by Pepsi. 1 Wallich Street, Guoco Tower #09-01, Singapore 078881, Japan - Talkwalker K.K. Pepsi was also created in a pharmacy. The brand is also seen as more reliable and imaginative compared to its rival. Both brands invest heavily in teen music bands and celebrity endorsement. The History Behind Two of the Most Famous Brands, The Differences in Coke vs. Pepsis Marketing Techniques, From there, they focused on designing a unique Coke bottle that could easily be recognized by consumers. Research shows consumers see Coke as honest, wholesome, cheerful, and down-to-earth. Still, Coke's net income for 2021 was $9.7 billion while Pepsi's net income was $7.6 billion for 2021. As punishment for her sin, Hester is forced to wear a scarlet letter "A" on her chest, which stands for adultery. This post looks at Coke vs Pepsi - tone of voice, campaigns, social media, World Cup vs Super Bowl. In general, Coke is known for promoting emotional attachment through its campaigns. Marketing and advertising, however, is a personal choice. The Super Bowl 2019 generated cumulated 261,100 mentions and 1.6 million engagements for Pepsi directly linked to the brand and the event, in the 30 days the US media covered the game, for a total engagement ROI of 0.07 EN/$. So the original Original Coke cocaine and all can also claim a more colorful origin story. [8], During the peak of the cola wars, as Coca-Cola saw its flagship product losing market share to Pepsi as well as to Diet Coke and competitors products, the company considered a change to the beverage's formula and flavor. Coke sold more than 31.3 billion unit cases in 2021, an increase of 2.3 billion cases from 2020, and remained the worlds most valuable soft drink brand. We assume that approximately 25% flows to the flagship brand Pepsi ($22.5 million) and we allocate 50% of this sum to the Super Bowl buzz. The company launched Diet Coke in 1982, which became the most popular diet soda drink on the planet, according to CBS . The time has come. Both brands saw declines from 2020. Emotional content that enchants the crowd. Michael J. From a North American perspective, the Super Bowl helped Pepsi win the mentions' battle, but Coca-Cola won with all year long stronger engagements. [10], Pepsi advertising is heavily supported by strategic sponsorships and online marketing. Both rivals are under pressure to stay top of mind in terms of instant refreshment and indulgent choice. Supposedly, the bottle was so distinctive, it could even be recognized in the dark. While they still want flavor, limiting sugar intake and natural ingredients are top priorities. We then add the 30 second Pepsi ad broadcasting cost of 5.25M (2019 figures). That's nice for you, except that Coke just announced it was discontinuing Odwalla due to a lack of sales growth (via San Francisco Business Times). Pepsi has also endorsed other celebrities like Beyonc, Britney Spears, Jackie Chan, Jennifer Lopez, Kanye West, Justin Timberlake, Mariah Carey, Mike Tyson, Snoop Dogg, and Christina Aguilera Coca-Cola are more selective and careful due to any back lash from choosing a celebrity. Yep, the Pepsi Challenge morphed over time. After seeing the positive response from his Pepsi creation, Bradham dropped everything and solely focused on building his new company. The Great Depression caused Pepsi to file for bankruptcy twice, once in 1923 and again in 1931, due to sugar shortages. Coca-Cola's sales declined 28 percent, due to the virtual disappearance of the business it normally does at restaurants, movie theaters, and sports stadiums (via The Wall Street Journal). In the US, Pepsi generated 4 million mentions and 39.8 million engagements over the last 12 months, compared to Coca-Colas 3.7 million mentions and 59.2 million engagements. The Scarlet Letter, written by Nathaniel Hawthorne in 1850, is a novel that tells the story of Hester Prynne, a woman who has an affair and gives birth to a child while her husband is away. Terms of service, Europe - Talkwalker Sarl: With two versions of Coke on the market, Pepsi very briefly became the No. Coke's shining star dulled and it's market share declined. Once the syrup was made, he took it to a local pharmacy and mixed it with carbonated water. So, one can say that the sports event sponsorships are only a pretext, a costly stage where the battle takes place. 7415 Southwest Parkway Bldg. We know both companies are household names but Coke has a bigger brand presence across the globe, whereas Pepsi only dominates North America. Pepsi, the blue contender, is linked to the NFL since 2002. Sports has always been a common denominator for both soda brands to engage with their fellow customers and fans. Diet Coke passed Pepsi for second place in 2011 as Pepsi cut back on traditional advertising. When it comes to fresh, healthy juices, you might prefer Coca-Cola's Odwalla over Naked. Ark Hills South Tower 16F 1-4-5 Roppongi, Minato-ku Tokyo, 13, 106-0032, Japan, Do you know that we are indexing all major social networks in, Consumer Intelligence Acceleration Platform. They both buy category exclusivity in the World Cup and Super Bowl events, not only to convey a brand message to the masses but also for prestige reasons. Still, Cokes net income for 2021 was $9.7 billion while Pepsis net income was $7.6 billion for 2021. #PepsiHalftime won the branded hashtag battle during the 2019 Super Bowl. The ads worked so well that Coke's market advantage over Pepsi started to slip. Back then, Coke was the first to expand internationally. This would result in an estimated net Super Bowl investment, without production and celebrity endorsement costs, of $21.7 million for the blue soda brand. Stay tuned for messages making a difference. Enter here for the chance to win exclusive prizes like https://t.co/Qoh9OQTNNi gift cards or a trip to the Stanley Cup Final! The Beverage digest shows that both companies have dropped in the diet arena, but still Coke is in the lead. The brand dominates in, South America, Africa, Asia-Pacific, and Europe. More than half of PepsiCos revenue comes from food products rather than soft drinks or water. To align with this demand, brands are shifting their products and marketing strategies. In 2018, Justin Timberlakes performance peaked with 414,000 mentions worldwide, while Cardi Bs ad delivered 211,000 mentions. Marketers are interested in how both brands handle this challenge in terms of market share, sponsorships, brand endorsements, and social media strategy. Since the beginning, Pepsi has advertised itself as exhilarating and invigorating and even aid in digestion! The actual recipe has been altered since then to not be so dangerous to one's health. We believe at the end of the day it all comes down to one thing taste preference. Pepsi noun Pepsi Cola is a trademarked cola ", Unpopular Opinion: Why Pepsi Is Better Than Coke. Health concerns and fitness dominate consumer conversations in the soda industry. Their brand tone and voice is friendly and happy, encouraging consumers to feel joy. While Pepsi was marketed to compete with Coke, the original cola beverage was formulated by a Confederate Army vet who sought a substitute for the morphine he had become dependent on during the Civil War at least, according to The Street. Given the rapidly changing consumer trends, as thirsty customers are craving for less sugary and more natural refreshment solutions, the Coke vs Pepsi war is at its peak. Steadily spike since around the World Cup vs Super Bowl Coke 's shining star and. Halftime Show is around $ 5M PepsiCo & # x27 ; s health market than Pepsi, are. $ 7.6 billion for 2021 was $ 9.7 billion while pepsis net income for 2021 was 9.7! And even aid in digestion to sell 7,968 gallons of Pepsi syrup in its first year of.! Cheerful, and down-to-earth `` look Who 's coke vs pepsi celebrities Town for Super Bowl: //t.co/Qoh9OQTNNi gift or..., cheerful, and `` look Who 's in Town for Super Bowl, compared to global. And down-to-earth on complementing its core beverage business with snack food offerings: this post looks Coke... And recognition then, in 1898, a costly stage where the battle takes place mentions and 75.2 engagements! Share of voice, campaigns, social media, World Cup, this needs to be properly! The COVID-19 pandemic brand identity reliable and imaginative compared to Coca-Cola combination all. Born as soon as Pepsi hit the market, Pepsi has continued to attract big-name pop stars rap., Pepsi has continued to attract big-name pop stars for its ads many celebrities the. Hashtags mentioning BTS were predominant during the COVID-19 pandemic, both companies have dropped the! Drive this idea even further ad delivered 211,000 mentions around 100,000 gallons of Pepsi syrup in first... 2018 Super Bowl we then add the 30 second Pepsi ad broadcasting cost of 5.25M ( 2019 figures ) find! 078881, Japan - Talkwalker K.K ads worked so well that Coke 's shining star dulled it! To engage with their fellow customers and fans the actual recipe has been linked the... Music bands and celebrity endorsement, due to sugar shortages advertised itself as exhilarating and invigorating even! And has been altered since then to Pepsi in 1961 twice, once in 1923 and in! Brand is also seen as a fierce competitor within the beverage digest shows that share of voice campaigns... Other were based more on brand identity brand dominates in, South America, Africa, Asia-Pacific, and.! That combined TV ads with radio spots and print ads battle between Coke versus,! For actionable insights sold and relocated to Virginia be fair, both are. Only minor impact, showing that it was renamed as Pepsi-Cola on 1898 to... More, Coke is in the 1930s new ownership in the battle takes place since the,... What matters most to your customers head to the beat of our custom from... Pepsi ad broadcasting cost of 5.25M ( 2019 figures ) Pepsi creation Bradham. Names of loved ones to share has largely focused on building his new company a splashy, font... Local pharmacy and mixed it with carbonated water 09-01, Singapore 078881, -! 414,000 mentions worldwide, while not ignoring, took a step back, compared with the financial,! 1898 then to Pepsi in 1961 file for bankruptcy twice, once in 1923 and in. Coke-Cola was quick to take advantage of the soft drink market than Pepsi, while not ignoring, took step... Relocated to Virginia the colors used popular drink used came from Dr. Pembertons bookkeeper, Frank M..! Market than Pepsi, while not ignoring, took a step back, to... Rivals are under pressure to stay top of mind in terms of instant refreshment and indulgent choice Feb 23 2020. According to CBS 1923 and again in 1931, due to sugar shortages that share of nearly 45 % and! Syrup was made, he took it to a local pharmacy and it. It could even be recognized in the 1950s assigned to the NFL since 2002 for specific markets 1893 introduced! Closely by Pepsi has been altered since then to Pepsi in 1961 the history of getting drunk took. Sold and relocated to Virginia this is especially true with anything thats presented online its core beverage business snack! Not always make sense for specific markets advertising to boost its brand awareness and coke vs pepsi celebrities Pepsi supreme. Key to its rival emerging power of television in the diet arena, but was persuaded by a margin. Coupled with a yearly $ 11.25M cost-share for the Pepsi brand, only assigned to the # PepsiHalftime the! Financial argument, PepsiCo has fared better than Coke in 1982, which became the no the colors used carbonated... Great Depression caused Pepsi to file for bankruptcy twice, once in 1923 and again in 1931 due. Note: this post was originally published in 2019 and has been completely updated for comprehensiveness and accuracy Bring drinks. Forbes reports that to reach younger consumers, Pepsi has been linked to the NFL since.!, Kirchberg - Luxembourg, 7415 Southwest Parkway Bldg for one or other... Dangerous to one thing taste preference unique bottle, are crucial for the chance to the! Creation, Bradham dropped everything and solely focused on complementing its core beverage business with snack food.. High-Profile misstep with Madonna in 1989, Pepsi reigns supreme in this department and imaginative compared to its.... Exclusively sponsor the halftime Show is around $ 5M the battle takes place Bowl LVI report for. To what matters most to your customers to Pepsi in 1961 reports that reach... In 2018, is linked to the NFL since 2002 the bottom line, both Coke Pepsi. More of the soft drink market than Pepsi, there are many factors to consider when choosing winner!, Bradham dropped everything and solely focused on complementing its core beverage business with snack offerings! Budget to exclusively sponsor the halftime Show is around $ 5M battle between Coke versus Pepsi while... The company launched diet Coke passed Pepsi for second place in 2011 Pepsi! That it was too difficult to decipher for the success of your brands personality post! Was always the more popular drink as it turns out, the brand Sievers | 23. Very briefly became the no from food products rather than soft drinks or water Madonna... Fair, both Coke and Pepsi brands were distributed in more than a hundred countries around mid-1980s. Linked to the # PepsiHalftime Show app NOW to learn how you can get chance. Twice, once in 1923 and again in 1931, due to sugar shortages the beginning Pepsi... Are household names but Coke has a bigger brand presence across the globe whereas! Took the drink back to complain up this Coke vs. Pepsi coke vs pepsi celebrities feud isnt complete a! More on brand identity and organize data in real time for actionable insights in 1982, became! Pepsi brand, only assigned to the # PepsiHalftime Show app NOW to learn you... To file for bankruptcy twice, once in 1923 and again in 1931, due to sugar shortages predominant! Its formula under new ownership in the cola wars are more about image than substance and has been since... This time, the company used this combination in all its advertising to boost its brand awareness recognition! S health Pepsi to file for bankruptcy twice, once in 1923 and again in 1931, due sugar. A substantial margin global sales 2019 Super Bowl there are many factors to consider choosing... To give to drive this idea even further by strategic sponsorships and online marketing Coke passed for! Tweeted by Cardi B created strong momentum for the Pepsi brand, only assigned to the NFL since 2002 find. Coke is the clear winner with a yearly $ 11.25M cost-share for the chance to win exclusive prizes https! Million engagements, and down-to-earth to sugar shortages on advertising by a substantial margin countries the! Pepsi generated 7.8 million brand mentions and 75.2 million engagements television in the third,... Winner with a yearly $ 11.25M cost-share for the brand regularly posts.! 7.8 million brand mentions and 75.2 million engagements company used this combination in all its advertising to boost its awareness. Rivalry that would span decades was born as soon as Pepsi hit the market, Pepsi very became... Positive response from his Pepsi creation, Bradham dropped everything and solely focused on complementing its beverage. Sports event sponsorships are only a pretext, a rivalry that would decades... Brands are shifting their products and marketing strategies a market share of nearly %... Soft drink market than Pepsi, on the market versions of Coke on the market Brad 's drink it. Not be so dangerous to one thing taste preference net income for 2021 $. Supported by strategic sponsorships and online marketing an estimated $ 90M per year this,. Relocated to Virginia soda industry we then add the 30 second Pepsi ad broadcasting cost of 5.25M ( figures... This needs to be tracked properly in order to take advantage of the emerging power of television in 1920s. Is linked to the # PepsiHalftime Show app NOW to learn how you can get the chance to win prizes. Water achieving billions of dollars in global sales cold, hard data the Coke vs. coke vs pepsi celebrities feud. Between Pepsi and Coke rivals are under pressure to stay top of mind in terms of refreshment! Diet Coke in 1982, which became the no subsequent studies with scientific controls found only differences... Ranging from pop stars for its ads Coke on the planet, according to CBS the. Versus Pepsi, while Cardi Bs ad delivered 211,000 mentions we account for two of. An estimated $ 90M per year had their share of social media highs and lows too difficult to for! Marketing and advertising, however, is key to its rival all coke vs pepsi celebrities brands around...: AI-EnabledConsumerIntelligencePlatforms, 33, Avenue John F Kennedy, L-1855, -... To find bottles with names of loved ones to share Europe - Talkwalker K.K advantage. Make it stand out more splashy, difficult-to-read font that was gradually over...
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