Back in November 2011 I reported on a new hydrophobic treatment called NeverWet, designed to not just waterproof anything, but make it actually repel water and moisture. It's about to hit the market at last. Here's a promotional video. (No, they're not paying me to post it - I just think this is a darned good idea!)
I particularly liked the cardboard box beer cooler. I'm going to be standing in line to buy this stuff. If it works as well as advertised, it'll be a smash hit!