And ideal for any fool easily parted from their money.
Tourists visiting Lake Como in Italy are now able to buy cans of “fresh air” for €9.90 a can. That's over $16.
You can open it "whenever you need a moment of escape, tranquillity, or simply beauty". I'd say it is an offer that's easy to refuse.
The smartly-packaged cans are being marketed by communications company ItalyComunica.
Website the drinks business reports 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 the region last year - given the air sellers a big market.
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, local media reports.
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”.
Abagnale told CNN the cans give people something closer to a “memory” rather than a “product”.
Lake Como mayor Alessandro Rapinese was rather less impressed.
“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.”
Should you be particularly gullible, who can find out more here https://lakecomoair.it/ But you can't buy it online, only from stockists in the Lake Como region - which is a short train ride from Milan.
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