A smart marketing campaign is all you need to get your product selling. With their new Bottled Walkman, Sony has proven that they can not only design a product, but that they can also execute a clever marketing campaign. Their new waterproof mp3-player/headphones device designed for swimmers is packaged submerged within in a bottle of water.
Sony had a very specific target audience and so it became even more crucial to find a campaign that works. The company approached advertising agency DraftFCB to come up with a way to sell their new line of swimmer-friendly mp3 players. The result was the placement of vending machines throughout gyms and pools, containing water bottles with the Walkmen submerged inside of them.