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.
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.
The effort was further supported with additional signage in the pool area:
Video:
See the full creative credits here
They are only packaged this way in new Zealand, but you can purchase them here