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 https://noticias.r7.com/economia/videos/dono-da-dolly-garante-que-obra-em-area-de-preservacao-foi-autorizada-25042019-1