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Art Culture
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Weekly updates

Sony has wowed the advertising world once again with their newest marketing campaign for waterproof MP3 players, with each MP3 player coming packaged in a Walkman-branded bottle of water.

Targeting swimmers, the Bottled Walkman is being sold in vending machines in leisure centers and gyms throughout New Zealand and, according to Sony, the device can be submerged in water to a depth of up to two meters, but should not be used in sea water.

Copywriter Kevin Walker of Draftcb, the ad agency responsible for the campaign, had this to say about his work:

“We needed to get it somewhere swimmers couldn’t ignore it – right where they needed it the most. So we hijacked something they’ll find in every fitness center the world over: vending machines”.

How do you convince potential customers that your product is genuinely waterproof? Well you stick it in a bottle of water, of course!

Watch the video here.

Ed Gurr 


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