New Zealand – Many people may remember the Sony Walkman nostalgically as the portable music player of their youth. Now the brand has shown it still has some magic up its sleeve by packaging its waterproof Sony Walkman mp3 player in a bottle of water.
The Sony Walkman NWZ-W270 was unveiled at the 2013 Consumer Electronics Show, but to differentiate the product from the competition, Sony began selling the player in a bottle of water from vending machines at swimming pools in New Zealand.
The aquatic advertising, by the New Zealand outpost DraftFCB, hones in on Sony’s target demographic for the player – swimmers. Focusing on the power of music to motivate athletes, DraftFCB applied the Body Temples mentality to an electronic product, merging fitness motivation with technological functionality.