Sony Bottles Their Waterproof MP3 Players And Sells Them Via Vending Machine.

Sony's Bottled Walkman

DraftFCB of Auckland has created a marketing first – Sony’s Bottled Walkman. To illustrate the waterproof properties of Sony’s W Series MP3 player, they cleverly packaged the device in bottles full of water and then hijacked a vending machine in a gym and transformed it into a product display, distribution channel, and talkpiece.

Sony’s Bottled Walkman

Sony's Bottled Walkman

vending machine selling mp3 players

sony marketing

Sony's Bottled Walkman

waterproof product packaging

sony bottled walkman

Targeting swimmers specifically, the unique idea removes barriers to purchase, allowing swimmers to buy the product inside of gyms and public pools as easily as buying a bottle of water.

targeting swimmers

The effort was further supported with additional signage in the pool area:
smart marketing Sony's Bottled Walkman

FCB Draft Auckland

See the full creative credits  here