B2B2C · TRADITIONAL CHANNEL
A brand that brings digital closer to retailers' daily lives.
From creating the Juntos+ brand to running digital marketing: strategy and execution to modernize Coca-Cola FEMSA Brasil's relationship with more than 500,000 B2B customers.
THE CHALLENGE
The sales force has always been central to the relationship with retailers. The challenge was to evolve the buying behavior of half a million retailers, offering digital convenience while maintaining the closeness of in-person service.
The operation needed to build an omnichannel B2B experience: in-person and digital channels working together. This required a recognized brand, customer adoption and a new marketing routine within the company.
THE THUNDER APPROACH
Since 2019, Thunder Mustard has helped build and develop Juntos+, Coca-Cola FEMSA Brasil's official B2B digital channel. The work brought together brand strategy, campaigns, technology and results tracking.
Cross-functional squads — content, media, technology and data teams — organized execution by project area. The 360° digital marketing approach connected positioning, performance and the development of a digital culture.
OUR WORK AND DELIVERABLES
From strategy to implementation.
We created and strengthened Juntos+ as the digital environment for relationships with the traditional channel. Brand awareness, semantic SEO and performance media worked together to introduce the offering to retailers and sustain its positioning.
We activated the Premia Juntos+ brand and developed a promotions platform integrated with the bottler's systems, with initiatives regulated by the relevant authorities. The focus was to encourage repeat purchases, retention and LTV — the value of the customer relationship over time.
We built squads for copywriting, paid media, technology and creative work. Real-time dashboards, marketing automation and a proprietary CDP — a platform that brings customer data together — expanded the ability to track operations and personalize the B2B journey.
We produced educational materials, videos and campaigns segmented by retailer profile. Communications also supported the sales team: content that strengthened the salesperson's role and helped points of sale incorporate digital tools into their routine.
RESULTS AND PROGRESS
The operation reached record levels of efficiency in user acquisition and organic visibility, optimizing media investment and strengthening its presence in industry searches.
Juntos+ began supporting trade marketing at scale, digitizing participation in promotions and expanding the industry's ability to execute initiatives with retailers.
The digital experience reinforced the association of Juntos+ with convenience and security, bringing the brand closer to the traditional channel's daily routine and strengthening the relationship.
Project scope and results presented in the Thunder Mustard archive .
WHAT THIS EXPERIENCE TAUGHT US
Thunder served as FEMSA's strategic partner in connecting brand, operations and technology. Juntos+ evolved into an ecosystem bringing together salespeople, customers and data. The experience became a replicable model of transformation, recognized inside and outside the operation, built around real B2B customer needs.
The brand, app, content and promotions made the offering clearer and more useful to retailers. The quality of the experience contributed to channel adoption.
Media & Platforms in the TripodThe plan considered the sales force and the daily routine at the point of sale. This view of the entire relationship between brand, channel and customer guides our B2B2C work.
B2B2C marketing and channelsMultidisciplinary teams, data and results tracking enabled the brand and the operation to develop together.
Strategy with operations
