Sony Sells Walkman inside Water Bottle

Now, Auckland-based advertising agency DraftFCB devised a clever way to promote the product by selling it in water bottles through vending machines at pools and gyms in New Zealand. "By combining the product with bottled water, we've created a world first — the Bottled Walkman. This simple packaging innovation gave us a unique way to display the product, which instantly demonstrated its benefit," says DraftFCB in a video showcasing the campaign. Placing a big emphasis on water resistance of its products is nothing new for Sony. The company's flagship smartphone, the Xperia Z1, is waterproof; as is its predecessor, the Xperia Z. Print ads for both products, as well as the water resistant Xperia Tablet Z, show them immersed in water. Have something to add to this story? Share it in the comments.