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DraftFCB of Auckland has created a marketing first - The Bottled Walkman. To illustrate the waterproof properties of Sony's W Series MP3 player, they cleverly packaged the device in bottles full of water and then hijacked a vending machine in a gym and transformed it into a product display, distribution channel, and talk piece.
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Targeting swimmers specifically, the unique idea removes barriers to purchase, allowing swimmers to buy the product inside of gyms and public pools as easily as buying a bottle of water.
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The effort was further supported with additional signage in the pool area:
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Video:
See the full creative credits here
They are only packaged this way in new Zealand, but you can purchase them here