Science in Sport (SiS), the world’s leading performance nutrition brand, has unveiled its new brand platform, ‘You can’t beat science’, in a campaign developed in partnership with M&C Saatchi. ‘The Push’ is the follow up to last year’s acclaimed campaign, ‘The Tour’.
Science in Sport asked M&C Saatchi to develop a new brand platform that would make it stand out to endurance sport enthusiasts — the people who go on 100-mile cycles on a Sunday, or train for multiple marathons or triathlons a year. The platform needed to demonstrate that SiS was above the competition, due to the research into fuelling and recovery it employs to produce its energy products.
To gain insight, M&C Saatchi’s The Source carried out focus groups with the audience. Research showed their biggest driver for training wasn’t winning competitions against others, but rather, against themselves. Achieving more ‘personal bests’ made endurance training worthwhile, and they wanted only the best nutritional support to help them get to the next level.
To demonstrate how Science in Sport has exactly the unmatched track record endurance sport enthusiasts need to trust its products, while tapping into the audience’s challenge-driven mindset, M&C Saatchi landed on the brand platform ‘You can’t beat science’, which debuts in a new print campaign. A series of black and white executions depicts real athletes competing, each with a headline that brings the new brand platform to life, and science-inspired art direction and typography.
Matt Lee, ECD at M&C Saatchi, said: ‘SiS are the world leaders in sport’s nutrition. Using years of scientific know-how, they’re rigorous in the way they test and formulate everything they do. They make seriously good products for serious athletes. This campaign shows that if there’s one thing they need on their side, then it’s science. Because you really can’t beat it.’
Science in Sport has unrivalled access to elite athletes combined with the most credible and advanced science. SiS fuelled 74 medal wins at the 2020 Olympics alone.