Laerte Codonho is a man who has taken on giants and won.
The Brazilian businessman is the founder of one of his country’s most iconic brands of soda, Dolly. The company was founded in 1987 and swiftly became a popular brand in the southeast regions of Brazil. Dolly introduced diet soda to Brazil.
The success of Dolly soon attracted competition from some of the biggest names in the soda industry, including the ultimate behemoth, Coca-Cola. The cash-rich and powerful American company posed a serious competitive challenge to Dolly. Laerte Codonho understood that if his brand was to survive and thrive, he would need to develop unique ways to compete with some of the biggest brands in the world eager to get their share of the vast Brazilian consumer market (Facebook).
Laerte Codonho built his brand on a concept of quality. In all of his marketing messages, he emphasized the idea that his soda was superior in taste and content. One of his early slogans was, “Dolly: for those who are not afraid to change… for the better.” In support of that was Laertes creation, Dollynho, a cheerful and energetic mascot that was an anthropomorphic bottle of soda.
Dollynho proved a huge success. The image was highly conducive to internet memes, TV ads and other media images that garnered huge recognition for the Dolly brand. Coca-Cola did everything it could to counter the growing popularity of Dolly.
Laerte Codonho said his company was having considerable success in siphoning off customers and profits from Coca-Cola. But the American firm countered with a variety of tactics involving government influence, the legal system and market factors. Laerte Codonho knows big companies like Coke have huge budgets for lawyers, lobbyists and gigantic advertising firms that are good at squashing “the little guy.”
Laerte Codonho not only fought back but proved that his was a company to contend with. He instituted a marketing plan heavily centered on educating the public about the superior quality of his brand – and also the nature of the unfair competition.
His success in battling the giants has made Laerte Codonho a legend in the Brazilian world of business.
More on Dolly company news https://gazetteday.com/2019/06/laerte-codonho/