For the release of their new underwater-friendly MP3 players, Sony worked with ad agency DraftFCB to design an innovative product packaging that can attract and retain the attention of their targeted consumers. They call it the Bottled Walkman.
Sony sold the headsets immersed in a bottle of water, which instantly demonstrated its waterproof function. The headphones are designed to offer swimmers a way to listen to their playlists in the pool. To introduce the product to their intended audience, Sony sold the players in special vending machines at gyms and pools, making purchases as easy as buying a bottle of water.
The strong execution of this marketing stunt has garnered the attention of consumers, as well as the media.
You can see the promo video for The Bottled Walkman below.
Source, Image: DesignTaxi