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— a refreshed identity that bridges its legacy with a bold vision for the future. This rebranding comes at a pivotal moment. The past decade has seen an exciting surge of younger musicians picking up guitars, inspired by everything from viral social media perfor- mances to the resurgence of DIY music culture. Inspired by this shift, Elixir Strings embarked on a research-driven journey to understand the needs and values of this emerging audience. The outcome? Tone for Life, a modern brand philosophy that promises to resonate with play- ers of all levels and next-gen guitarists, as well. “We started with about two years of con- sumer research, everything from focus groups to in depth interviewing to hanging out in base- ments and garages with guitarists to pick their brain on all things strings and guitar,” said Bill Fabiszewski, global marketing leader at Elixir. “What we found was this younger audience that was incredibly passionate about strings, but we didn’t feel that we were speaking to them in the right way. Emotional campaigns really allow us to open our arms and open our community to all backgrounds, new and seasoned into the Elixir community, so that’s what we set out to do based on our roots, but also extend our arms to this new group that we found out in the marketplace and we’d really like to share what we pioneered in the marketplace and reintroduce ourselves.” The journey to Tone for Life was not an overnight endeavor. In addition to the two years of dedicated consumer research Fabisze- wski mentioned, he said Elixir also deployed focus groups to hang out in basements and garages with players. With this research in mind, Tone for Life includes new packaging designs, an updated logo and a marketing campaign that speaks directly to the aspirations of younger players. But, beneath the fresh aesthetics lies the same commitment to innovation that made Elixir a household name among musicians. The brand remains true to its roots by delivering its signature string quality, ensuring that its patented coating technology continues to set
Elixir Strings’ Bill Fabiszewski
A BOLD REFRESH Elixir Strings has undergone a brand refresh, unveiling at The 2025 NAMM Show its Tone for Life initiative, which is centered around human connection, self-expression and the impassioned power of the guitar. — By Kimberly Kapela
F ew brands in the MI industry have left a mark as long-lasting as Elixir Strings, celebrated for revolutionizing the coated guitar
strings market with its unique technology. But at The 2025 NAMM Show, the brand unveiled something nearly as transformative
12 I MUSIC INC. I FEBRUARY/MARCH 2025
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