Elixir Strings, has today announced the launch of its latest development in string technology – OPTIWEB Coating, said to be, ‘A new, innovative lightweight coating that sounds indistinguishable from uncoated strings, but with the long lasting tone life of Elixir Strings’.
‘The release of OPTIWEB Coating for electric strings means retailers can now offer premium Elixir Strings to players with any playing preference,’ says Jason Zambotti, product specialist for W. L. Gore & Associates, parent company of Elixir Strings. ‘Some players may prefer the original POLYWEB Coating, with a warm tone and slick feel, or NANOWEB Coating, with a bright tone and smooth feel. We now add OPTIWEB Coating for those who prefer the tone and feel of an uncoated string, but want the renowned tone life of Elixir Strings.’
Elixir says the key innovation behind the OPTIWEB Coating is a proprietary process that produces a lightweight coating, which not only protects the string from the elements for longer tone life, but also allows the string to vibrate with less damping – for a crisp tone with a firm, natural grip, putting you in control of bends, vibrato and sustain.
According to the manufacturer, guitarists have reported that they could not tell the difference in the sound of OPTIWEB Coated strings compared to uncoated strings during play-testing, which was confirmed by A/B sound testing in the studio: www.elixirstrings.com/experience.
OPTIWEB Coated Strings debut a new modern packaging design for Elixir Strings that has a premium look and feel, Elixir says. Extended as well to NANOWEB and POLYWEB Coated Electric Strings, this simplified, updated packaging is both eye-catching and easy to read. The result is improved “shopability” for customers and clerks alike on the full range of Elixir Electric Strings, the company believes.
Elixir also says its new strings will help retailers’ profitability. ‘Like all Elixir Strings, when you compare the dollars per sale earned on OPTIWEB Coated Strings to other electric strings, OPTIWEB Coated Strings are a more profitable string to sell,’ says Lou DiPietro, Elixir Strings Global Sales and Marketing Leader.
Elixir Strings says it is investing heavily in marketing efforts to create awareness of the new OPTIWEB Coating for electric strings and drive traffic to retailers including initiatives like consumer advertising, a consumer sweepstakes, social media campaigns and more.
Elixir Electric Strings with OPTIWEB Coating are available in Super Light (9-42), Custom Light (9-46), Light (10-46), Light/Heavy (10-52), and Medium (11-49) gauge sets.
Info: www.gore.com