By Erim Mani, from the Istanbul Coolhunt ‘09: This picture from an advertising campaign of Lipton Green Tea, shows a garden in Cairo designed like Lipton teabags and teacups. These teabags consist of real teaplants, just like they actually exist in Egypt. Suggesting that nothing is more real than Lipton ”Green Tea”. 
Now I would like to integrate this example with Cool Experience Economy which is one of the Cool mentality trends. Supposing that there is a Tea cafe surrounded by these teabagplants but the diffrence is, the teabags are REAL tea plants.

From the Brussel Coolhunt ‘09: A store food destocking is less expensive than the hard discount. An economic model that grows in the shade of large retailers. It’s a shed transformed into a food store. 
Unlike the classical distribution, here, there were never the same products. It depends on whose unsold distributors and manufacturers want to get rid of, either because the deadline is close of consumption, or because the packaging has changed. We can find bottles of Coca-Cola, fruit juices Joker, Special K cereals, Evian water…brand products sold at prices. Customers await good business, especially those products that will expire the next day and that cost only 0.25 Euros.

By Puneet Gupta from Erasmus Coolhunt ‘08: ‘You Will Respect My Authority’;This trend is very well shown in the advertisements of Rasna. Rasna is a domestic brand which makes Soft Drink Concentrates (SDC) in India.  It commands about 80-90 percent share of SDC category in India. Rasna was voted the No 1 most trusted brand in the beverages category in Most Trusted Brands Survey in 2003, above majors including Pepsi, Coca-Cola and Horlicks. 

Nicole van der Burgh, from the Erasmus Coolhunt ‘08: On a Dutch television show (called Het Beste Idee van Nederland), I saw a very good example of using the factor ‘experience’ to differentiate a product. To young entrepreneurs added an experience to the product bottled mineral water, by developing “Eau de pussy”. To be honest, the idea is as horrible as it sounds but I think it is a perfect example how the factor ‘experience’ is used to differentiate in the market of a mature product, filled with an overload of competitors. The idea of Eau de Pussy is as follows: People (I presume men in particular) order a bottle (0.5 liters) of Eau de Pussy in a bar, club or restaurant. On the backside of the bottle, a code is printed. The consumer fills in the code on the website http://www.eaudepussy.com (not available yet), which leads to the showing of a picture of a beautiful naked lady that bathed in the water you just drank. Also, the creators thought of a surprise variant; in this case you have the chance that it was not a beautiful lady who bathed in your water, it could also be an elephant or a really fat looking lady.

By Dick Priems, from Tio Coolhunt ‘08:
There is a new TV commercial of Bacardi in Holland, and probably also outside of Holland. In this commercial there is a guy who orders a new alcoholic drink, the girl next to him orders a water. He laughs at her because of the water, drinks his glass in no time empty and he goes to the dance floor. A other guy who is just dancing, touches him unintentionally and the guy of the alcoholic drink starts a fight and get kicked out of the club. He walks to a alley and have to throw over. Than the commercial is playing in reverse from that point. So the guy walk normally back into the club, greets the security man, back on the dance floor he says to the guy who touch him softly: No problem and smiles. And finally back to the beginning of the commercial he also order a water instead of the alcoholic drink. Than they say something like: Don’t let the drinks control your night. ’

Fabrizio Bolis, Italia:
Consortiums of farmers have decided to install automatic vending machines to sell their mild directly to the public; these automatic distributors can be found near busstops, inside foodstores (bakeries etc.) and throughout communities and residential areas.

Is not only a successful convenient store, but also the biggest fast food retailer in Japan (far beyond Mc Do, Bking or any other food and restaurant brand/chain).
This is possible because they have a highly integrated infosystem/stockkeeping/deliverancesystem in combination with a three to five times a day delivenarnce of fresh goods. Also the location where you would find something in the store is changed for convenience reasons for the customers up to five times a day. Eg. In the morning you would find the quarter liter milk bottel lying in the fridge on top (pik demand of the office workers buying their cold lunch), during the afternoon the semi liter or liter bottles are on top (because housewifes are buying for cooking).