Laerte Codonho the Entrepreneur

Published / by soundproof

A Brazilian businessman, Laerte Codonho is known for running and creating Dolly, a company for a soft drink that operates in the country of Latin America nationally. He founded the company at the age of 26 years in 1987. However, the company was not recognized nationally until in the 1990s; however, it got attention for being the first producer of soft drink, a diet soda meant for domestic markets.

Laerte Codonho is a marketing expert and is widely known for his abilities in branding strategies. He has used these abilities to stop multinational corporations that engage in unfair practices. Efforts towards these trailing have included working with the public advisor and national media.

He also created the company’s mascot, Dollynho which gained recognition both abroad and at home. Nonetheless, a danger has cropped up for Brazilian companies that are involved in the soft drink industry. The danger has presented itself as unfair competitive practices directed to invoking legal jeopardy, according to Laerte Codonho (Gazetteday).

Laerte Codonho has been involved in struggles for many years over a repetition of legal headaches and has pointed out the cause as a multinational competitor. According to Laerte Codonho, as Dolly grew in popularity, most of its competitors felt their sales were threatened by the rising popularity of dolly. This trend continued into the early 2000s and late 1990s as dolly continually found popularity nationwide. During this season, it did well particularly in the market for guarana soda, a popular beverage in Brazil. According to Laerte Codonho, the company’s operations attention to detail and quality remains alive until today. 

Presently the company has laboratories, which use various types of equipment to test every product’s quality before they send it to the market. A major marketing effort was seen with the arrival of the company’s present mascot, Dollynho. This mascot was made by Laerte Codonho, and it captured the imaginations of the public both abroad and in Brazil. Dolynho also makes school appearances and talks to students on important issues 


Link available  to follow up on Codonho´s lawsuit against Coca-Cola.