The Newest Sony MP3 Player Is Sold in a Water Bottle
You know that feeling when you buy something new like a phone or an MP3 player, when you’re so excited to open the box and play with your new gadget? With its W Series Walkman, Sony is bringing this feeling of anticipation to an extreme: the waterproof MP3 player is packaged in a bottle of water.
Music is one of the best performance enhancers, able to lift you mood, distract you from fatigue and even increase your endurance. Music has become an essential part of working out for many athletes – except for swimmers. That is, until Sony started promoting its waterproof Walkman.
In the competitive world of MP3 players, Sony had to get creative to emphasize the waterproof capability of its player. And what better way to call attention to this distinct quality than by literally immersing the device in water in front of consumers’ eyes? With the help of advertising agency Draftfcb, Sony created this unique advertising campaign, strategically selling MP3 player-filled water bottles in a vending machine placed in swimming gyms and indoor pools. Athletes could buy Sony’s water bottle along with their normal workout food and drink. With an MP3 player inside, though, it made for one expensive water bottle.