Leeds-based brand and communications agency, Ponderosa, was tasked to reposition leading performance nutrition brand, SiS’s popular energy gels to reach a multisport market.
Known for its high-performance Go Isotonic Energy Gels used by elite athletes worldwide, including brand ambassador, Sam Warburton, SiS teamed up with Ponderosa to better understand consumer needs and to tap into wider audiences to support everyday endurance.
In-depth research into the science of SiS’s range of energy gels, which have been tested on athletes, suggests that the scientifically formulated product would benefit far more than just serious runners and cyclists.
Ben Davidson, head of marketing at SiS said, “We know how popular our energy gels are with athletes, but from our research and the science behind the product, we understand the benefit the gels can have on broader sporting disciplines outside of endurance, such as swimming, football and rugby.
“The research unveiled that whilst people don’t see themselves as athletes, they are exercising daily and competing in events. The energy gels help to fuel and support performance on an ‘everyday’ sporting level.”
Following the research, Ponderosa has developed a creative campaign for SiS with a straightforward message, “Our knowledge is your power.”
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The team at Ponderosa developed and delivered a creative campaign, working with media buying agency, Redefine Media.
The new campaign has been rolled out across 6 sheets, print, online media, podcasts and social media, targeting sport specific press, including Women’s Health, Men’s Health and Runners World.
Speaking on behalf of Ponderosa, managing director, Richard Midgley said, “Research has shown us there is much greater scope outside the core markets and we needed to show people who are serious about their sport that they can benefit from using SiS gels.
“The campaign remains all about the performance, which is backed by science and tested on elite athletes, which needs to come through in the creative.”
Ponderosa was appointed as lead creative agency by SiS and its sister brand, PhD in January 2024. Ponderosa and Redefine Media are part of the Audience Collective group.
