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

A woman swims in Brazil. Sony have targeted their waterproof MP3 player at swimmers. (Edu Andrade/Getty Images)

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.