Science in Sport: You Can't Beat Science

Science in Sport launches new brand platform 'You Can't Beat Science', in campaign created in partnership with M&C Saatchi UK.

    Science in Sport (SiS), the world’s leading performance nutrition brand, has unveiled its new brand platform, ‘You can’t beat science’, in a campaign developed in partnership with our UK agency. The push is the follow up to last year’s acclaimed campaign, ‘The Tour’.

    Science in Sport asked our UK agency to develop a new brand platform that would make it stand out to endurance sport enthusiasts – the sorts of people who go on 100-mile cycles on a Sunday morning, or train for multiple marathons or triathlons a year. The platform needed to demonstrate that SiS was a cut above its competition, due to the rigorous research into fuelling and recovery it employs to produce its energy products. 

    To gain insight, our team at The Source, part of M&C Saatchi carried out focus groups with the audience. The research showed that their biggest driver for training wasn’t winning competitions against others, but rather, winning competitions against themselves. Achieving more “personal bests” made endurance training worthwhile and they wanted only the best nutritional support to help them get to that next level.  

    To demonstrate how Science in Sport has exactly the unmatched track record endurance sport enthusiasts need to trust its products, while tapping into the audience’s challenge-driven mindset, we landed on the brand platform ‘You can’t beat science’, which debuts in a new print campaign. 

    A series of black and white executions depicts real athletes competing, each with a headline that brings the new brand platform to life, and science-inspired art direction and typography.



    “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. 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.”
    Matt Lee, Executive Creative Director, M&C Saatchi UK

    Science in Sport has unrivalled access to elite athletes combined with the most credible and advanced science. Trusted by 320 elite teams and institutions globally (including INEOS Grenadiers, Elite Running Team and Tottenham Hotspur), SiS fuelled 74 medal wins at the 2020 Olympics alone.


    Want to learn more about the creation of this campaign. Check out LBB's Behind the Work.

    See more work by M&C Saatchi Group here.