Sony Corporation has put together some unique packaging for the NWZ-W270 MP3 player. The NWZ-W270 MP3 player is packaged inside bottles full of water. The NWZ-W270 launched at CES 2013 and featured ads that shows the device being used underwater by swimmers. Auckland-based advertising agency DraftFCB came up with the idea for the packaging. The MP3 player is being sold through vending machines at pools and gyms in New Zealand.