D’Addario Woodwinds has announced the rebranding of its Rico and Royal woodwinds products to include the “by D’Addario” endorsement.
Rico, now Rico by D’Addario, has been the number-one student reed for more than 20 years.
Rico by D’Addario reeds are unfiled, whereas Royal by D’Addario reeds are filed; both feature a thinner profile and blank. Designed for ease of response, Rico by D’Addario is suitable for students, preferred by educators and chosen by jazz musicians. Royal by D’Addario is suitable for students and advancing players, and the brand offers ease of response as well as increased clarity in sound.
D’Addario’s machinery and reed-making process have resulted in previously unachieved consistency in Rico and Royal by D’Addario reeds. Now manufactured on the latest reed-making technology, each reed is made with greater consistency, yet is still priced affordably for students and educators. Rico and Royal by D’Addario also feature new packaging for all instruments, showcasing a more unified and elevated appearance.
“This rebranding 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, Product Manager of D’Addario Woodwinds, said. “Not only has the branding changed, but the reeds, coveted by more educators than any other brand, as well as some of the greatest musicians in the world, have been improved and never sounded better.”
To celebrate the 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 more than 8,000 elementary and middle school band directors. The campaign will announce the newly endorsed reeds, as well as loyalty programs that offer ways to retrieve a plethora of teaching resources that D’Addario Woodwinds designed with band directors in mind.