Talk about proof of concept! Sony’s new marketing scheme for its waterproof mp3 player is its wet packaging, a music player inside a water filled water bottle.  The waterproof music player is safe water water immersion, has 4GB of music storage and 8 hours of playback with a fully charged battery.

The great marketing concept was the brainchild of Auckland, New Zealand PR firm, DraftFCB. Now you can find the device sold in the branded vending machines in some gyms and public places. It’s perfect for underwater swimming, basket weaving, or just a wet walk in a monsoon.