Sony's waterproof Walkman is packaged in water

Just in case you haven't been convinced by Sony's new waterproof Walkman ads of swimmers swimming with them, the company has gone one step further with their marketing and packaging design by packaging the Walkman in a water bottle...filled with water. These are being sold in vending machines in gyms right next to the Gatorade. 

The idea behind the promotion is to get the device out of electronics stores and into the places target customers actually hang out. Of course, the shock value of being encased in liquid certainly makes the Walkman a bit more enticing than if it was sitting behind the front desk.