D’Addario Woodwinds Rebrand Rico and Royal Product Lines

Mike Lawson • News • August 29, 2016

D’Addario Woodwinds announces the rebranding of their Rico and Royal woodwinds products to include the “by D’Addario” endorsement.

Rico, now Rico by D’Addario, reeds are unfiled, while Royal by D’Addario reeds are filed, and both feature a thinner profile and blank. Designed for ease of response, Rico by D’Addario is ideal for students, revered by educators worldwide, and are a favorite among jazz musicians. Royal by D’Addario is ideal for students and advancing players, and offer ease of response as well as increased clarity in sound.

Rico and Royal by D’Addario reeds are now manufactured on D’Addario reed making machinery, each reed is made with great consistency, yet still priced affordably for students and educators alike.

“This re-branding gives us the opportunity to tell the Woodwinds community these reeds have been reborn with the tireless effort and technological advances only a company like D’Addario can achieve,” Chris Scialfa says, product manager of D’Addario Woodwinds. “Not only has the branding changed, but the reeds, coveted by more educators than any other brand and some of the greatest musicians in the world, have been improved and never sounded better.”

Rico and Royal by D’Addario will also feature new packaging for all instruments to showcase a more unified, elevated appearance.

To celebrate this rebranding and the continuing improvement of the Rico and Royal by D’Addario reeds, D’Addario Woodwinds will be launching a direct mail campaign to over 8,000 elementary and middle school band directors. This campaign will announce the newly endorsed reeds as well as the loyalty programs for ways to retrieve a plethora of teaching resources designed by D’Addario Woodwinds with band directors in mind.

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