Sony are the originators of innovation. So this innovative solution was completely in line with the brand ethos.

The Bottled Walkman was also a powerful product demonstration that instantly highlighted the key benefit of the product.

By placing it in a drink bottle, it connected us with hydration, another swimming essential.

This then allowed us to stock them in vending machines, something swimmers will find in every fitness centre the world over. Removing the barriers to purchase, and placing the product right where they need it the most.

Because it was such a unique item, word of 'The Bottled Walkman' spread across the globe. Reaching a potential audience of more than 672 million people across print, broadcast, online and social media.

This exposure saw sales of 'The Bottled Walkman' increase by 400% (target of 20%), taking it from being the 30th to the 3rd most purchased Sony product. Sony New Zealand completely sold out of all available stock in the country, and their next shipment has already sold out a month in advance.

All with a budget of just $25,000 New Zealand dollars.