A fancy accessory

The bottled walkman

First I thought, there's another brand with bottled water Voss, Fiji or 1Litre that wants to launch on the market, but it's just an innovative packaging idea for the new waterproof MP3 player from Sony.
What would life be without music, everyone knows that regardless the situation-music smoothes the edges,it makes everything much easier. Sony has water now as well,certainly to the delight of professional swimmers, wake boarders and any other water sport enthusiasts.

The Agency DraftFCB in Auckland, also known from the campaign 'Driving dogs' has created a unique, package design by placing Sony’s waterproof MP3 players inside bottles full of water and selling them inside vending machines at gyms and pools. They call it 'the bottled walkman.' Thereby, the vending machines were transformed into distribution channels allowing customers to buy the product while they’re purchasing their favorite drink.

For its début- the availability is limited to New Zealand sports clubs and the only drawback would be the price.- $80. So far nothing is known about the water quality and so everyone should decide whether he wants to taste it or not. I could imagine it very well also then a fancy home accessory .

It is a very innovative alternative to promote a new product and also establish an ingenious sales channel. I'm wondering if it ever arrives in this way on the European market, especially in Germany. Let's cross fingers.