In partnership with M&C Saatchi, Science in Sport (SiS) has launched a new brand platform, “You Can’t Beat Science,” aimed at showcasing SiS as the world’s leading performance nutrition brand. Following the success of last year’s campaign, “The Tour,” SiS approached M&C Saatchi to develop a campaign that would resonate with endurance sport enthusiasts who are driven to push themselves to achieve personal bests in their training.
Through focus groups conducted by M&C Saatchi’s The Source, it was revealed that endurance sport enthusiasts are motivated by the challenge of competing against themselves and striving for continuous improvement. They value top-quality nutritional support to help them reach their peak performance levels. The research also highlighted the rigorous research and testing that SiS puts into developing their energy products, setting them apart from their competitors in the market.
The new brand platform emphasizes SiS’s unmatched track record in providing high-quality products for serious athletes. The campaign features black and white visuals of real athletes in action, with science-inspired art direction and typography. This creative approach aims to connect with the audience’s challenge-driven mindset while highlighting SiS’s commitment to scientific excellence.
Matt Lee, executive creative director at M&C Saatchi, emphasized SiS’s position as the world leader in sports nutrition, with a strong focus on scientific innovation. SiS’s access to elite athletes and cutting-edge scientific research has led to their products fueling 74 medal wins at the 2020 Olympics. The campaign reinforces the message that when it comes to performance nutrition, nothing beats the power of science.
