When Going on Holiday Do You Yearn for a Can of 'Air' to Bring Home with You?

Well, your fondest wishes have now come true and you can do just that if you visit Laka Como.

Tourists who are visiting Lake Como in Italy are now able to buy cans of “fresh air” for €9.90 (US$11) apiece

The marketing move, led by communications company ItalyComunica, has forgone filling the cans with any drink and instead will sell them with nothing other than “air” from the region.

According to CNN, the decision to sell the canned air is simply a novel way for people to buy a souvenir and revealed that each can contains 400 millilitres of “100% authentic air” that has been carefully collected from Lake Como.

More than 5.6 million people visited Lake Como in Italy in 2023, and, according to the Lombardy tourism bureau, the visitor numbers are rising, giving the region broad appeal.

According to reports, the decision to market the cans of air came from marketing specialist Davide Abagnale, who initially saw an opportunity when he started with selling Lake Como posters online.

Explaining more about the initiative to can the air from the area, a spokesperson for the business told CNN, that Abagnale wanted to offer “something original, fun and even provocative” as well as “create a souvenir that could be easily transported in a suitcase for tourists”.

www.thedrinksbusiness.com/2024/11/drinks-cans-containing-nothing-but-lake-como-air-go-on-sale/

Abagnale explained how the cans, which rather than contain any liquid, subvert the norm and give people something closer to a “memory” rather than a “product”.