Water world: Sony takes mp3 player to new depths

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.