TIME Portables

How to Sell Waterproof Gadgets, Sony Edition

But is it safe to drink the water after taking the MP3 player out?

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Sony may be bidding adieu to its PC business, but the once-mighty (still-mighty?) tech giant has sure figured out how to market waterproof MP3 players.

The Bottled Walkman campaign seen in the above video tells the tale of Sony’s $100 W Series wearable MP3 player being stuffed into bottles of water and sold in vending machines at a swim training center.

As The Next Web reports, these gadget-filled water bottles made the rounds in New Zealand thanks to an ad agency there. No word on a broader push – this seems mostly like a proof-of-concept marketing test more than anything else. A true test, of course, would be to put these things into vending machines that only accepted $1 bills.

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