Caline | Be More Cheetah

Caline Technology

Profits up 30% because guitarists do care about pedal design

BACKGROUND

I have played the guitar for 40 years. I've always wondered what it would be like to mix business with pleasure: So I sent a speculative email to effects pedal manufacturers Caline in Shenzhen.

WHAT WE DID

I believed that people bought with their eyes as well as their ears. We thought up some cool names and designed / re-designed some cool pedals. We made social media fun and made product demos relevant to the people who were really buying budget pedals from China.

THE RESULTS

Sales are up 30% since 2022. Guitarists really do care about how the pedals look - not just how they sound. Although not everyone would admit to it...

1/5