The D’Addario Woodwinds Story

Mike Lawson • News • October 19, 2016

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D’Addario Woodwinds launched their newest campaign – the D’Addario Woodwinds Story, an initiative celebrating D’Addario Woodwinds’ new world innovation as they redefine the word “craftsmanship” for the 21st century. 

Although the D’Addario name has been on woodwind products since 2014 and the company previously distributed for a different woodwind brand in the U.S. for decades, this is the company’s first official campaign as a global woodwind brand. 

The new campaign, launched this past summer, shares D’Addario’s practices from their cane fields in France to their machinery in California, framing the way they’re revolutionizing how reeds are made. The campaign incorporates and focuses on brands such as Reserve (reeds and mouthpieces) and Select Jazz (reeds and mouthpieces) as premium products from D’Addario Woodwinds. 

“We set out to solve an industry-accepted problem of inconsistent products (particularly with reeds), and have succeeded in accomplishing that goal,” Chris Scialfa says, product manager of D’Addario Woodwinds. “This campaign will allow the student, teacher or professional musician to understand more about the benefits of using our products.” 

Campaign features: 

*Print Campaign: The print campaign includes a series of ads featuring stylish product images, along with a sequence of advertorials featuring a wide range of music retail partners. Posters and fun stickers matching the ad campaign will be available for retailers as well. 

*Video Campaign: The digital campaign includes an immersive video detailing why D’Addario entered reed manufacturing, giving sharp visual detail to the steps that make our reed making process so groundbreaking and unique. 

*Social Campaign: D’Addario will rollout social media content pieces for the campaign on all their social platforms with engaging formats such as mosaic images and core videos. 

*Interactive Video Display: An interactive video display will be featured at events such as the Midwest Band & Orchestra Clinic and various Music Educator Conferences.

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