Sports Nutrition

Vision

To place Science in Sport at the forefront of sports nutrition, enabling cross selling of the entire product offering to a range of consumers – not just cyclists.

Ideas

From the clothes they wear, to the foods they consume, the warm up they perform or even the music they listen to, many athletes believe rituals improve their performance.

We conceived a message based on the power of rituals in sport, making Science in Sport ‘Part of the Ritual’, and to tie together the four main categories that it offers – Hydrate, Energize, Enhance, and Recover – to encourage cross sell. The illustrations used to support the branding also replicate muscle tissue and suggest meaning behind the categories, e.g. Hydrate forms a wave.

Victory

• Voted second behind Lucozade amongst all of the nutrition brands used by readers of Runners World
• Largest audience crowd at Earls Court Bike Show
• Product lines introduced to the mainstream consumer in Asda & Tesco
• Improved awareness of multiple product ranges outside of cycling enthusiasts
• Brand harmonisation throughout the world and advertising for the global market

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