Xylem’s Smith-Blair
Reestablishing a market leader in
cutting-edge pipe couplings
Smith-Blair wanted to make a statement with their new product launch—a wide-range restrained pipe coupling with a groundbreaking Dual-Drive Bolt—and regain their footing as leaders in this competitive market.
LoSasso helped to develop a breakthrough name for the product, followed by a big idea that drove top-of-mind awareness for this revolutionary product, driven by a multichannel approach.
Creative Services
Media
Social Media
Challenge
Make a splash
Reestablish Smith-Blair as category leader for innovative, reliable pipe couplings with a highly ownable product name and a resonant integrated marketing campaign.
Bonus challenge: With facilities in Texarkana, the Smith-Blair team wanted a nod to the Razorback hog, mascot at University of Arkansas, in the new identity.
Idea
Biting back and breaking through
Razorbacks are impressive predators known for their swiftness, intelligence and razor-sharp bite. This “bite” reflected a differentiating point for the coupling—its ability to bite in and lock onto pipes. Thus, RazorLock was born.
We then developed a creative campaign around this name, highlighting RazorLock’s unique, continuous 360-degree bite. This idea was applied across a strategic paid media campaign, in addition to sales materials, web content, organic social posts and more.
Impact
Initial content and teaser materials sparked immediate product interest, setting a strong tone for what’s ahead. While full campaign metrics are still coming in, early traction reflects a strategy that’s resonating—and we’ll be sharing full performance data as the campaign progresses.
By working closely with LoSasso on this campaign, we’ve not only strengthened relationships with the product team and engineers but also established a strategic framework for future campaigns. This effort has set a precedent for how we can align marketing with product goals to drive success.
- Reneé Burge, Manager, Marketing Communications, Xylem.
Xylem’s Smith-Blair is a leading manufacturer of water and industrial pipe products, specializing in joint restraints, repair clamps, tapping sleeves, service saddles, and couplings. They’re known for their state-of-the-art engineered fabrications department that delivers custom solutions for water, gas, and oilfield industries worldwide.
