Science in Sport cylcling

Science in Sport

Science in Sport are leaders in Endurance Sports Nutrition whose roster of advocates include Team Sky, Olympic & World Champion, Adam Peaty, Manchester United and 34 Rio 2016 Olympics Medallists to name a few.

The Brief

Science in Sport had a superior product backed by a whole host of elite athletes across Tri-Sports and Football, but faced challenges of a crowded marketplace, less than honourable competitors tarnishing the reputation of sports nutrition, and an audience that couldn’t relate to imposing, unattainable elite athletes. They needed a unique campaign that would allow them to both engage with their existing audience and demonstrate growth with new athletes around the globe in a clear, jargon-free way to rise above the noise of the competition.

The Concept

Competitors used stylised imagery depicting airbrushed models shot in clean studio environments. We knew from our research, this wasn’t our customer. Our audience were the 1%; who set their alarm at 4am to start training, who push themselves on the roads, in lakes, and up mountains in the most testing conditions. They’re not glamorous or posers; they’re dedicated to their sport, nutrition and most importantly, their performance. So we built a brand for these people using imagery and a tone of voice to make an emotional connection, convey real pain and grit, and motivate them to push themselves even further.

The Results

An impactful campaign that resonated with and inspired their audience globally. The campaign differentiated the brand visually from their competitors, but also highlighted the superiority of their products (and product testing) amongst hundreds of seemingly-similar alternatives. We produced Brand & Campaign Guidelines to help inform a new website design, create assets for social, print and events, as well as informing a targeted media campaign - contributing to high audience engagement and allowing Science in Sport to build upon their already great brand strength.

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