Elixir Strings, a favorite among guitarists for its long-lasting tone, recently announced a brand refresh powered by insights from Campos’s research.
The February/March issue of Music Inc. Magazine provided details on the refresh, which was announced at the 2025 National Association of Music Merchants (NAMM) show.
“We started with about two years of consumer research,” Global Marketing Lead Bill Fabiszewski told the magazine about Elixir’s partnership with Campos, which included a guitar market segmentation, virtual focus groups, and other engagements. “What we found was this younger audience that was incredibly passionate about strings, but we didn’t feel we were speaking to them in the right way.”
Fabiszewski and his team set out to refresh Elixir’s look and marketing strategy to better appeal to this audience, which we had identified in our market segmentation, using insights generated in partnership with Campos. This includes new packaging designs, an updated logo, and new campaigns.
Our research, which you can learn more about here, also revealed a dedicated core group of Elixir loyalists, with whom this brand refresh will also resonate. As Music Inc. Magazine put it: “Beneath the fresh aesthetics lies the same commitment to innovation that made Elixir a household name among musicians.” The brand will continue to prioritize and highlight the quality, reliability, and superior tone guitar players have come to expect from Elixir.
Congratulations to the Elixir team! Keep an eye out for their refreshed logo and packaging, which will be rolling out this April.
Want to learn more about how your team can use research to transform your brand and business? Reach out to Campos.
