In releasing their new underwater, swimmer-friendly MP3 players, Sony and DraftFCB has come up with The Bottled Waterproof Walkman. Showing the waterproof function of the walkman, Sony packaged its sets immersed in a bottle of water – creating a one of a kind marketing and consumer experience.
"This simple packaging innovation gave us a unique way to display the product, which instantly demonstrated its benefit.
And transformed the humble vending machine into a conversation starter and a distribution channel. Allowing swimmers to buy the product as easily as they’d buy a bottle of water."