PepsiCo “Carrera de Héroes”: team building to improve sales team communication

The challenge was as specific as it was demanding: improve communication in the sales team. Sales teams live out on the road, with individual targets, shifting diaries and little time to sit down and talk to each other. Information flows upwards in the form of reports, but does not always circulate sideways.

Add to that a context of change: there was a new work culture that needed support. A standard communication campaign, with messages and posters, was unlikely to move a group used to competing. The usual challenge in these cases is to find a format that speaks the sales team’s language, channels their competitive spirit into collaboration and leaves faster communication channels in place once the activity is over.

The “Carrera de Héroes” concept grew into a team building programme that supported the new work culture and strengthened communication in the sales team. Starting from a creative concept rather than a standalone activity meant everything shared a common narrative thread.

A race speaks a sales team’s language: targets, pace, effort and the finish line. But a heroes’ race adds something more, the idea that you win by helping others. That twist is what connects with the objective, because it turns the team’s natural competitiveness into a lever for communicating better. A master graphic gave the initiative its identity, digital experiences extended the dynamic, and faster communication channels were promoted so the change did not stay behind on the day of the activity.