M&C Saatchi has collaborated with Science in Sport (SiS), the world’s leading performance nutrition brand, to launch its new brand platform, “You can’t beat science”. The campaign follows the success of last year’s “The Tour” campaign and aims to appeal to endurance sports enthusiasts who are dedicated to their training and competitions.
M&C Saatchi conducted focus groups with the target audience to gain insight into what motivates them. They found that athletes were driven by personal improvement and achieving their own personal bests rather than competing against others. These athletes were looking for the best nutritional support to help them reach the next level in their training.
The new brand platform emphasizes SiS’s commitment to rigorous research in fueling and recovery. The campaign features black and white images of real athletes competing, with headlines that highlight the importance of science in sports nutrition. The art direction and typography are inspired by science, reflecting SiS’s scientific approach to product development.
Matt Lee, executive creative director at M&C Saatchi, stated, “SiS are the world leaders in sports nutrition. This campaign showcases their dedication to testing and formulating products for serious athletes. With their unmatched track record and access to elite athletes, SiS proves that science is a crucial element in achieving peak performance.”
SiS is trusted by 320 elite teams and institutions globally, including INEOS Grenadiers, Elite Running Team, and Tottenham Hotspur. Their products fueled 74 medal wins at the 2020 Olympics, demonstrating the effectiveness of their scientifically formulated energy products.