Fueling the Olympics: Science in Sport’s New Brand Platform Celebrates Personal Bests and Scientific Approach to Sports Nutrition

The world’s leading performance nutrition brand, Science in Sport (SiS), has unveiled its new brand platform ‘You can’t beat science’, in collaboration with M&C Saatchi. This campaign was born out of the success of last year’s ‘The Tour’ campaign and is aimed at endurance sports enthusiasts who are dedicated to their training and competitions.

M&C Saatchi conducted focus groups with the target audience to understand what motivates them. The athletes were found to be 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.

In response, SiS has launched a brand platform that emphasizes its 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.