Sony's W Series Walkman is a
barebones MP3 player with one key selling point: it's waterproof. But
that can be a difficult thing to highlight on store shelves — at least
when you're limited to traditional retail packaging. For its customers
in New Zealand, Sony decided to try something different. With the help
of ad firm DraftFCB, the company came up with a brilliant plan to help
set its product apart from alternatives like Apple's iPod shuffle. The
earbud / MP3 player combo comes packaged inside a full bottle of water, a
clever marketing tactic that immediately highlights its waterproof
construction.
From there, Sony concentrated
on product placement for this "bottled Walkman," selling it in vending
machines at gyms and indoor pool facilities. This made it possible for
consumers to buy an MP3 player alongside their normal workout
refreshments — but at a cost much higher than your average bottle of
Gatorade.
















