Tourists visiting the picturesque Lake Como in Italy can now purchase a unique souvenir: cans filled with nothing but the region’s “fresh air.” Priced at €9.90 (approximately $11), these cans are marketed as a novel way to take home a piece of the iconic location.
The unusual marketing initiative, led by ItalyComunica, involves selling empty cans that contain just “air” from Lake Como, with each can offering 400 milliliters of what is billed as “100% authentic air.” The idea behind the product is to provide a memorable, yet easily transportable keepsake for tourists, offering a quirky alternative to traditional souvenirs.
According to CNN, the decision to sell canned air was born from the creative vision of Davide Abagnale, a marketing specialist who previously sold posters of Lake Como online. Abagnale, seeking a distinctive souvenir idea, came up with the concept as a fun, and somewhat provocative, way for tourists to remember their trip. A spokesperson for the business explained that the goal was to offer something original, easy to carry home, and “closer to a memory than a product.”
Abagnale elaborated on the concept, describing the cans not as a traditional product, but as a tangible memory. He suggested that tourists could repurpose the cans once they return home, perhaps using them as pen holders. “It’s not a product, it’s a tangible memory that you carry in your heart,” he told CNN.
Lake Como saw more than 5.6 million visitors in 2023, with the region’s tourism numbers continuing to rise, according to the Lombardy tourism bureau. The area’s broad appeal is likely to sustain interest in the canned air, which provides a quirky addition to the souvenir market.
However, not everyone is convinced by the idea. Alessandro Rapinese, the mayor of Lake Como, expressed some reservations about the product, admitting that while the canned air is a novel concept, it wouldn’t be his first choice for a souvenir. Rapinese suggested that visitors might be better off taking home more traditional items that reflect the craftsmanship and heritage of the region, such as the famous Lake Como silk scarves.
“While it’s a novel idea, it’s not for everyone,” Rapinese remarked. “But as mayor of one of Italy’s most beautiful cities, if someone wants to take home a can of air, that’s fine—as long as they also carry with them beautiful memories of this area.”
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