Founder of Dolly Sodas Laerte Codonho uses effective marketing to compete with other companies

Laerte Codonho is the founder of Dolly sodas and is an expert when it comes to marketing products. Despite being an expert, the article states that he has had his fair share of competition in the Brazilian economy and with Coca Cola. Codonho has made a name for himself with his soda brand named Dolly sodas as the first introduction of diet sodas to brazil. Dolly sodas were formed in 1987 but gained recognition in the 1990s with their diet sodas (Conjur). 


One of their notable products that first came out was guarana sodas as it is a fruit that is popular in Latin America. The fruit was processed as far as 1905 as a syrup to be put in soda. Guarana can be used in energy drinks but when processed it holds a sweet flavor. The article from Gazette Day credits that Dolly sodas have been so successful due to marketing expert Laerte Codonho with brilliant marketing of products and his business expertise.


In addition, Laerte Codonho was able to create an interesting mascot named Dollynho that has been seen on the internet and in memes to boost the company’s name, along with the creation of catchy slogans for some of their drinks. Although Dolly sodas become more popular and sold more items, they found themselves in conflict with trying to escape from the large soft drink market. Also, Laerte focuses on educating consumers for smarter choices concerning healthy drinks.  The founder and company have become embroiled with Coca Cola to try to get through the legal system and the consumer market. 


Due to all of this, Laerte Codonho has become focused on marketing the brands’ products to stay above the other competition. The individual believes that Coca Cola specifically has created more conflict for them and wants to keep improving as a company. Dolly sodas have used billboard advertising to get their name out and list the natural ingredients it uses in beverages. Laerte Codonho has written messages in the past and displayed them on the camera to show to the audience. In today’s age, the competition can be fierce from other powerful corporations and businesses but the effective use of marketing can go a long way. Despite the negative attention that Dolly sodas have received, founder Laerte Codonho is fighting back through the use of effective marketing and is viewed as an example for others to follow. 

Keep on reading about Laerte´s company Dolly at

T.J. Maloney Welcomes Four to Lincolnshire

Private equity firm Lincolnshire Management is growing, and because of that it’s welcoming some new professionals into their fold, and even a familiar face as well.

For the past 33 years, this firm has been investing through difficult economies to generate value for their clients while maintaining institutional integrity. Theirs is a proud history that moves across industries, from services to distribution in search of valuable assets. Over the past couple of years they’ve successfully exited the Fabbri Group, Amports Inc., InstarAGF, and Holley Performance. They’ve acquired companies like Dalbo Holdings Inc., Nursery Supplies, True Temper Sports, and Desch Planypak, cited as one of the best managed businesses by Deloitte for 2017 and 2018.

A company this active will need tested individuals to help it expand further. In a recent statement, Chairman and CEO of Lincolnshire Management, TJ Maloney, welcomed back Matthew Nacier as a Senior Associate, and formal introduction to Nicolas Vega Llona, also coming on as a Senior Associate, and Washa Ginodia and Georg Stolt-Nielsen who will be taking on roles as analysts. Maloney went on to say their their inclusion strengthens the staff’s passion for investing, and hopes they will help expand their already impressive portfolio.

About TJ Maloney:

TJ Maloney is an American lawyer and businessman. He rose to prominence working in acquisition and securities law in New York City. This gained the attention of Fordham Law School which gave him the Richard J. Bennett Memorial Award for maintaining his contributions to the profession. He also holds a seat at the board of trustees at Fordham University, also at Boston College. For some time he’s been a lecturer at Columbia University, discussing their M.B.A. Program, but since 1993 he’s spends the majority of his time as President of Lincolnshire Management.

About Lincolnshire Management:

Founded in 1986, Lincolnshire Management is a private equity firm that handles investments for clients and acquires middle-market businesses irrespective of industry. With offices in Chicago and New York City, Lincolnshire Management handles more than $1.7 billion in private equity and assists in recapitalizations and corporate divestitures, and growth equity for their clients and their companies.

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