Science in Sport has unveiled a new brand platform to increase its appeal to endurance sports enthusiasts, like marathon runners, triathletes and long distance cyclists.
The new “You Can’t Beat Science” platform follows on from Science In Sport’s acclaimed campaign ‘The Tour’, which put a spotlight on the Tour de France highlighting the beauty and pain of the intense competition.
In this latest print campaign, a series of striking black and white photographs shows athletes crossing finish lines, mid race course and at the start line, all with copy that highlights how science can help contribute to athlete’s success.
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To gain insight, M&C Saatchi’s The Source carried out focus groups with the audience, showing that their biggest driver for training wasn’t winning competitions against others, but against themselves.
“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,” said M&C Saatchi executive creative director Matt Lee.
“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.”
