A big breath of fresh air, to take away. This is the promise of the new product offered for a few days by the marketing agency ItalyCommunica: a can containing 400 ml “100% authentic air” from Lake Como (Italy), reports CNN . Sold for €9.90, the can is intended to be a souvenir for tourists to take away.
The idea comes from an indisputable observation: with more than 5.6 million visitors in 2023, Lake Como is a particularly popular destination. If some travelers come to seek out the sublime landscapes of the region, others simply hope to benefit from the natural beauty and purity of this seaside resort located at the foot of the Alps.
The mayor of Como unconvinced
Riding on this popularity, the ItalyCommunica agency wanted to create a “souvenir easily transportable in a suitcase”. An agency spokesperson called the idea“original, funny and even provocative”. In addition, the can is completely recyclable and can be used as a pencil holder or vase once opened.
“It’s an original idea, but it doesn’t suit everyonehowever, declared Alessandro Rapinese, mayor of Como, unconvinced. If someone wants to take some of that air home with them, that’s fine with me as long as they also take away some nice memories of the area. » The councilor fears in particular that the product will overshadow local crafts.
This is not the first air can initiative. The agency acknowledged taking inspiration from recycled cans containing Naples air that have been sold in the city for years. Many destinations now offer similar items, such as the Isle of Man (Ireland), Altay (China) or Iceland.
