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

Sony's The Bottled Walkman

DraftFCB of Auckland has created a marketing first – Sony’s The 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 talk piece.

Sony’s The Bottled Walkman

Sony's The Bottled Walkman
vending machine selling mp3 playerssony marketing
bottled walkmen
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
FCB Draft Auckland

See the full creative credits  here