Dolly
Country of origin Brazil
Introduced1987
Websitewww.dolly.com.br

Dolly is a Brazilian soft drink company based in Diadema, São Paulo which has operated in the Southeast Region of Brazil since its founding in 1987. Its main product is Dolly Guaraná.

Its mascot, Dollynho, has appeared in the company's advertisements since 2004. Due to its exposure on national television, Dollynho became a popular internet meme in Brazil.[1]

History

In 1987, Dolly became the first company in Brazil to sell diet soda.[1] The Dolly brand first became popular throughout Brazil in the 1990s.

In 2003, the company's owner, Laerte Codonho, filed suit against Coca-Cola alleging that the company was engaging in anti-competitive practices. This case became known as the Coca Cola v. Dolly case,[2] which was widely publicized by RedeTV!.[3] Since 2003, Dolly has aired advertisements on most major Brazilian television stations, with the exception of TV Globo. Dolly established a working relationship with RedeTV! and was a sponsor of several of its programs, airing commercials on the former Pânico na TV program and on afternoon comedy shows presented by João Kléber.

In 2004, the character Dollynho was created.

In 2015, data from the Nielsen Corporation found that Dolly had a 10% share in Brazil's soft drink market, though its products were distributed primarily in the Southeast Region. In Greater São Paulo, Dolly products accounted for 30% of the soft drink sales.[1]

In 2017, an investigation known as Operação Clone (Operation Clone) conducted by the Federal Police of Brazil and the São Paulo State Finance Department found that the company owed upwards of two billion reals in taxes, which the company alleged were stolen from it by a fraudulent accounting firm hired to pay its taxes. During the police operation, some of the company's factories were closed for several days.[4][5] Laerte Codonho was arrested by the military police at his home in Granja Viana on 10 May 2018, charged with tax fraud.[6]

Dollynho

The company's mascot is Dollynho, a green humanoid bottle of Dolly soda, voiced by child actor Felipe Machado.[7] The first Dollynho advertisements were inspired by the Teletubbies and were filmed at the company owner's home as the company lacked the funds needed to hire a production team.[8] The character's slogan is "Dollynho – o seu amiguinho" (Dollynho – your little friend).[9] The mascot has visited schools in Brazil and performed recreational activities with students.[1]

Dollynho is a popular internet meme in Brazil, with edits of the character being common on Facebook.[10] The arrest of the company's owner led to many internet users creating memes featuring Dollynho, with some depicting the mascot behind bars or including fake protest signs that read "Free Dollynho!" and others depicting the mascot as a thief.[11][12][13] RedeTV! received criticisms for its use of the character in its news graphics after a notable gaffe in which a smiling Dollynho appeared on screen and cheerfully said "goodbye!" while reporting on the death of Olavo de Carvalho.[14][15][16][17]

References

  1. 1 2 3 4 Dalmir Reis Jr. "Estratégia Mercadológica: DOLLY". Retrieved May 10, 2018.
  2. ↑ "Clippings Mensais: Abril 2004". Associação Brasileira das Indústrias de Refrigerantes e de Bebidas Não Alcoólicas. 2004-04-30. Archived from the original on 19 February 2009. Retrieved 26 April 2012.
  3. ↑ Fernanda Penna Borges (11 April 2012). "Dolly e Rede TV! são condenados a pagar R$ 2 milhões à Coca-Cola".
  4. ↑ "Operação Clone – O que o caso Dolly pode nos ensinar sobre a confiança irrestrita em pessoas chave?". PITTELLI (in Brazilian Portuguese). 2017-05-26. Retrieved 2022-04-08.
  5. ↑ Folha. "Dolly reabre fábrica, e sócio de contador admite desvio de dinheiro". Retrieved May 10, 2018.
  6. ↑ Walace Lara (10 May 2018). "cia prende dono da empresa de refrigerantes Dolly por fraude fiscal em SP".
  7. ↑ JC Online (January 21, 2018). "Dono da 'voz de Dollynho' é aprovado no The Voice Kids - Felipe Machado, é o dono da 'voz do famoso Dollynho', ícone da marca de refrigerantes". Retrieved May 10, 2018.
  8. ↑ "Propaganda do Dollynho foi inspirada em Teletubbies, diz dono da Dolly". Folha de S.Paulo (in Brazilian Portuguese). 2018-06-13. Retrieved 2022-04-08.
  9. ↑ "Onde estão os Mascotes? | Break Publicitário #45". GKPB - Geek Publicitário (in Brazilian Portuguese). 2022-03-16. Retrieved 2022-04-08.
  10. ↑ "Fábrica de memes: como brasileiros profissionalizaram a criação de imagens de humor". www.uol.com.br (in Brazilian Portuguese). Retrieved 2022-04-08.
  11. ↑ Lacsko, Madeleine. "Brazyl, a máquina de fabricar memes e o caso #freeDolly". Gazeta do Povo (in Brazilian Portuguese). Retrieved 2022-04-08.
  12. ↑ "Memes: dono da Dolly é preso e internet não perdoa". Notícias ao Minuto Brasil (in Portuguese). 2018-05-11. Retrieved 2022-04-08.
  13. ↑ "Dono da Dolly é preso e internet não perdoa. Veja os memes". Globo. 10 May 2018.
  14. ↑ REDAÇÃO (2022-01-25). "RedeTV! comete gafe durante anúncio da morte de Olavo de Carvalho". Notícias da TV (in Brazilian Portuguese). Retrieved 2022-04-08.
  15. ↑ "RedeTV! fala de Olavo de Carvalho, exibe imagem inusitada na tela e web reage". RD1 (in Brazilian Portuguese). 2022-01-26. Retrieved 2022-04-08.
  16. ↑ "Dollynho aparece em programa dando tchau enquanto jornalista fala da morte de Olavo de Carvalho: "Muito sensato"" (in Brazilian Portuguese). 2022-01-25. Retrieved 2022-04-08.
  17. ↑ Victor, Paulo (2022-01-25). "RedeTV! exibe mascote ao noticiar morte de Olavo de Carvalho e vira piada na web". Portal Overtube (in Brazilian Portuguese). Retrieved 2022-04-08.
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