Schlumberger purchased Smith Bits in 2010. Smith Bits was an industry leader in drill bits that had exceptional strength and the ability to cut through multiple types of rock formation. Over the last decade, Schlumberger has integrated Smith Bits into its portfolio of tools and brand. Unfortunately, drill bit sales declined over this period and market research showed the target audience did not recognize the Schlumberger brand as having the same technology and strength for their bits. The decision was made to relaunch the Smith Bits brand to regain the market share in the industry. A branding campaign was needed to bring attention to the products attributes, strength and the Smith Bit brand.

Solutions

The campaign slogan was #EatRocksForBreakfast so we needed items that captured the slogan, relaunched the bits and the Smith Bit logo. We also needed these items to appeal to all field level personnel… we proposed a plethora of ideas before deciding on some higher end, custom labeled t-shirts, hoodies and coordinating Richardson caps. We wanted to include custom cereal boxes, but Schlumberger wanted to avoid edibles due to the COVID-19 pandemic.

Results

The Brand IQ Team produced 3 garments (t-shirt, hoodie and cap) in various color waves. The t-shirts all were printed with reflective ink and featured custom labels. We also sourced custom socks, hard hat decals and stickers. We couldn’t give up on the cereal box idea, so we created the mini custom branded boxes and inserted a kootie key, neck gator and hand sanitizer instead of an edible. These were distributed to all of the field offices for door openers and client gifts. This occurred during the pandemic, so the overall ROI is still out, but all of the items were loved by the field.