Overview

• The canned air, marketed as '100% authentic', is sold exclusively at select locations around Lake Como, Italy.
• The initiative was created by Italian marketing specialist Davide Abagnale to promote tourism in the region.
• Each can contains 400ml of air and is designed to be repurposed as a pen holder or plant pot after opening.
• While some view the product as a humorous souvenir, others criticize it as an unnecessary gimmick.
• Similar products have been sold in other tourist areas, including Naples and the Rocky Mountains.