In recent years, Science in Sport (SiS) has collaborated with M&C Saatchi to launch a new brand platform titled ‘You Can’t Beat Science.’ The platform aims to showcase SiS’s energy products as superior due to their research-driven approach. Targeted towards individuals who engage in multiple marathons or rigorous training sessions, the platform emphasizes the extensive research that goes into developing SiS products.
By highlighting the scientific backing behind their products, SiS hopes to capture the attention of endurance sport enthusiasts. Through this campaign, they aim to differentiate themselves from competitors by emphasizing their product’s unique insights. M&C Saatchi’s The Source conducted research for this platform by using focus groups consisting of the brand’s target audience to identify key motivations for training.
The study revealed that individuals were primarily driven by personal achievement rather than competition with others. This led to an emphasis on beating one’s personal best and continuously striving to surpass past accomplishments. The ‘You Can’t Beat Science’ campaign places a spotlight on personal accomplishment and endurance, illustrating how SiS products can support consumers in achieving their goals.
To coincide with the launch of this campaign, Science in Sport introduced a new print campaign featuring real athletes in action, captured in striking black and white images. The aim is to showcase the brand’s commitment to providing high-quality products that are backed by scientific research and can help athletes achieve their full potential.
