Welcome to the new Independent website. We hope you enjoy it and we value your feedback. Please contact us here.

Sony sells waterproof walkman in bottle of water

The technology giant is selling the bottled MP3 players in vending machines at gyms and swimming pools in New Zealand
  • @kashmiragander

In an attempt to turn the heads of cynical shoppers tired of flimsy gimmicks, Sony has taken a very literal approach to their latest advertising campaign.

To prove how waterproof their W series MP3 Walkman is to customers in New Zealand, the technology giant has packaged the product in a bottle of water.

While the Sony Walkman NWZ-W270 itself was launched in January last year at CES 2013, the company sought to boost sales and set itself apart from rival player the iPod Shuffle, by hiring New Zealand based advertising firm DraftFCB to re-think its marketing.

The campaign taps into the intended demographic of the MP3 player, by aiming to make listening to music while swimming as essential as it is to other non-water based activities, like running or working out at the gym. To help tie their product firmly into gym and exercise culture, the advertising firm also advised Sony to commission special vending machines at gyms and pools in New Zealand to sell their music player.