D'Addario Unveils First Acoustic Campaign In Over A Decade: "The Six"

Given D'Addario's pioneering legacy in music accessories - most notably the creation of one of the world's most popular acoustic strings, phosphor bronze - they are one of the few, if only, string manufacturers with the ability to legitimately call their strings THE SIX.

The new campaign, featuring the tagline THE SIX THAT GET YOU, highlights how D'Addario is the quintessential acoustic string that can always get you to whatever moment you are chasing with your music. Art and science, passion and innovation all come to life from E to E for an unparalleled tone and feel. The Sixamplify the power, the feeling and the reason so many players choose D'Addario strings in the very personal activity of making and playing music.

D'Addario's legendary acoustic guitar strings have been at the heart of this family-owned business for the past century. In 1974, D'Addario introduced Phosphor Bronze, which has gone on to become their most popular acoustic string, is synonymous with warm, bright and well-balanced acoustic tone. D'Addario's innovation continues, and recently, several lines have been updated to include NY Steel, the strongest acoustic cable D'Addario has ever made, developed with proprietary technology.

Today, in concert with a new print campaign, D'Addario launched a brand new website for The Six That Get You, featuring exclusive interviews with top acoustic performers, interactive content, as well as striking new images and videos shot through the soundhole of a guitar and much more.

Campaign features:

*Print Campaign: The consumer print advertising features a striking design where the reader is given a unique perspective of the world shot through a guitar's sound hole. Each ad is intended to depict a very different moment in a player's life -- from songwriting in a bedroom, to serenading a loved one, to playing on stage before a huge crowd. Everyone is on a musical journey, but because of the unmatched playability, unrivaled consistency, and legendary craftsmanship of their strings, D'Addario can help you get to whatever personal musical destination you aspire to reach.

*The Six That Made Me: As part of the web campaign, the new site features trendsetting guitarists talk about the influences that have shaped their sound in this brand new video series. D'Addario sat down with "SoCal country" pioneer Sam Outlaw, bluegrass virtuoso Dave Rawlings, Americana legend Jim Lauderdale, Jackie Green, Fats Kaplan and many more to discuss how they unlocked their true sound and the albums, guitarists and songs that inspired them. Videos will be debuted over the next several months.

*Hear The Six In Action: A brand new portal invites players to compare how the different sets of D'Addario strings sound via an interactive sound chart.

The new website also features a partnership with Reverb.com, a vibrant online community and marketplace for musicians to purchase and sell the gear they use to create the music they love. More video as well as user-generated and interactive content will be unveiled over the coming months.

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D'Addario & Company, Inc. is the world's largest manufacturer of musical instrument accessories marketed under several product divisions: D'Addario Fretted and Orchestral Strings, Evans Drumheads, Promark Drumsticks, Puresound, D'Addario Woodwinds, and D'Addario/Planet Waves Accessories. A family-owned and operated business with roots dating back to the 17th century and 1,100 employees worldwide, the company manufactures 95% of its products in the U.S. employing Toyota's Lean manufacturing principles. D'Addario musical accessories are distributed in 120 countries, serve more than 3,000 U.S. retailers, all major e-commerce sites, and are the preferred choice of professional and serious amateur musicians worldwide including Dave Matthews, Sheryl Crow, Lenny Kravitz + more.

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