The performance nutrition industry is highly competitive, and Science in Sport (SiS) has recently launched a new brand platform called ‘You Can’t Beat Science’ to showcase the research behind its energy products and differentiate itself from competitors. In collaboration with agency M&C Saatchi, SiS aims to highlight the extensive research that goes into producing its products, focusing on fueling the body effectively and understanding what it needs for optimal recovery.
The new brand platform emphasizes personal achievement and endurance, illustrating how SiS products can help athletes surpass their limits and reach their goals. To launch the new campaign, SiS unveiled a new print campaign featuring black and white images of real athletes in action. This campaign showcases the grit, determination, and dedication of these athletes as they push themselves to their limits, embodying the essence of ‘You Can’t Beat Science’ and the science-backed performance nutrition that SiS provides.
The research for this new brand platform was conducted by M&C Saatchi’s The Source using focus groups made up of SiS’s target audience. The agency discovered that the main motivation for training among these individuals was not to compete with others but to challenge themselves and achieve personal bests. This insight was used to create a platform that highlights personal achievement and endurance, illustrating how SiS products can help athletes surpass their limits and reach their goals.
The ‘You Can’t Beat Science’ platform also focuses on setting apart SiS products from competitors in the market by emphasizing their science-backed performance nutrition. With last year’s successful ‘The Tour’ campaign, this new platform is expected to further establish SiS as a go-to brand for serious athletes who are dedicated to intense training and multiple marathons a year.
In conclusion, Science in Sport’s ‘You Can’t Beat Science’ brand platform is an innovative way to showcase the research behind its energy products while differentiating it from competitors in the market. By highlighting personal achievement and endurance, SiS aims to establish itself as a go-to brand for serious athletes who are dedicated to achieving their best performance while prioritizing their health.