The Bottled Walkman

What happens when you create a product, which clearly fills a gap in the market yet for some reason it may go unnoticed? You market the product in a way that offers a no argument response and prove to your target market exactly what it is your product can do.

Launched back in January 2013 the – then – new Sony Walkman promoted complete waterproof capabilities making it a perfect sporting music device, with promised protection against rain, sweat and even water. The well-established brand along with a unique product however could still not become a hit with consumers.

When pushing the product most recently in New Zealand a clever marketing stunt was involved, which has undoubtedly caught the market by storm and really emphasised the quality of the product. Sony’s Walkman was packaged in filled water bottles and sold via vending machines placed up and down the country. The stunt not only showed how durable the MP3 player was but also a uniqueness that made it stand out and become recognised.

Check out the video above!



We’re a savvy boutique team of brand and communication consultants working across consumer and B2B markets. We deliver strategic and creative PR campaigns that get our clients noticed no matter who they are – from start-ups to major global corporations.

Posted on February 12, 2014, in Uncategorized. Bookmark the permalink. Leave a comment.

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