M&C Saatchi has collaborated with Science in Sport (SiS) to create a new brand platform named ‘You Can’t Beat Science’. This platform aims to showcase SiS’ energy products as superior due to their research-driven approach. The campaign builds on last year’s successful ‘The Tour’ campaign and emphasizes the brand’s commitment to providing athletes with the best possible fuel for their training.
The platform is targeted towards individuals who engage in multiple marathons or rigorous training sessions, highlighting the extensive research that goes into developing SiS products. From understanding how to fuel the body to the necessary components for recovery, the brand aims to differentiate itself from competitors by emphasizing its product’s unique insights.
To coincide with the launch, Science in Sport introduced a new print campaign featuring real athletes in action, captured in striking black and white images. The research for this campaign was conducted by M&C Saatchi’s The Source, where focus groups consisting of SiS’ target audience were used to identify key motivations for training. Interestingly, the study revealed that individuals were primarily driven by personal achievement rather than competition with others. This led to an emphasis on beating one’s personal best and continuously striving to surpass past accomplishments.
‘You Can’t Beat Science’ places a spotlight on personal accomplishment and endurance, illustrating how SiS products can support consumers in achieving their goals. By emphasizing the scientific backing behind their products, SiS hopes to capture the attention of endurance sport enthusiasts and provide them with a competitive edge over other brands.
