The sweeping, nasal tone of the Cry Baby wah helps guitar players cut through the rest of the noise onstage, so it was only right that the Cry Baby itself be allowed to stand out in crowded guitar shops on the occasion of its 45th anniversary. The revamped packaging was launched in concert with a marketing deluge that included an extensive print campaign, an hourlong documentary (2 million+ views), and a resulting 25% spike in sales.