Lake Como is among the most picturesque coasts in the world, boasting spectacular views and romantic villas. According to a CNN report, over 5.6 million travellers flocked to the lake in Northern Italy in 2023 — the most the lake has seen.
In an attempt to capitalise on the influx of tourists, Italian marketing agency ItalyCommunica introduced a rather unconventional souvenir — an empty can filled with 400ml of “100% authentic” air from the lake.
Launched in early October, the navy blue cans of “Lake Como air” display an image of a motorboat speeding across the scenic lake. The tins of “fresh air” are being sold for €10 (S$15), a rather steep price for an empty can.
Source: lakecomoair
Additionally, the marketing company launched a website to advertise the product. Written in full English, the brand cleverly uses an enticing slogan — “Take a piece of Lake Como with you, wherever you go”.
The website also states that cans are only available onsite to “promote visits to Lake Como Area”.
Speaking to the Times, Davide Abagnale — the man behind the idea of the “Lake Como Air” cans — said that the souvenirs will especially appeal to American tourists.
Americans account for a large number of travellers who visit the lake in recent years — apparently a result of Hollywood actor and fellow American George Clooney purchasing a luxurious villa on the coast in 2002.
“We wanted to create a reminder that people can easily take home in their suitcases,” Abagnale said.
Source: lakecomoair
Not all the locals are on board with the unusual souvenir, however.
The mayor of Como, Alessandro Rapinese, told CNN that the empty cans filled with air would not be his first idea for tourists. Instead, he would much rather tourists purchase souvenirs such as silk scarves, which the city is known for.
“It’s a novel idea, but not for everyone,” he said. “But as mayor of one of Italy’s most beautiful cities, if someone wants to take some of their air home, that’s fine as long as they also take beautiful memories of this area.”
Apart from locals, several netizens took to social media platforms to voice their opinions on the product. One netizen even called it a “tourist trap”.
Another pointed out that another city in Italy, Naples, has been selling their air for quite some time now.
Source: TikTok
Translation: They are late, air of Naples have been sold since 20 years ago
An X user, seemingly hailing from the Como area, also expressed their dissatisfaction with the souvenir as it seemed that the region was “stealing ideas” from Naples.
Some also felt that this idea might actually be a good way to make a profit, especially because there would be “crazy people” who would buy anything.
Source: X
Translation: There are crazy people for everything. Those who buy of course.
Also read: Woman gets room with killer view of ocean in Italy, turns out it was a deviously-placed poster
Have news you must share? Get in touch with us via email at news@mustsharenews.com.
Featured image adapted from @CrazyItalianPol on X and Agoda.
The children were evacuated safely while the man was rescued from the sea.
A passerby's attempt to save him only led to his second electrocution.
The camcar got rear-ended when braking to avoid the trailer.
He is happy despite the challenges he faces.
He had no previous criminal record.
She had pre-ordered and pre-paid for the popiah days before.