I’ve got to say, I really like The Bay’s new branding around its Olympic clothing line: We are winter. This year in particular, it sure feels like we are – I’m starting to worry this cold weather won’t end until we’ve all turned into ice! There’s nothing like the diversion and swell of national pride that accompanies the Olympics to warm our hearts and help us endure the long winter.
Here’s what I most like about this slogan:
These are the cards we Canadian have been dealt – it’s much better to embrace it than to spend 4-5 months complaining about it. We are winter means we’ve figured out how to live and enjoy during the cold months – a secret recipe passed down over the generations that includes skiing, skating, hot chocolate, and lots of sex. That’s definitely something to be proud of.
It gives us a rallying cry. As Canadians, we’ve always suffered an identity crisis. Beyond being “not American” – how do we describe and define ourselves? We are winter comes across as a great Canadian brand … it plays up and accepts the stereotype of us living in igloos and throwing soft, fluffy snowballs (not seeking to correct any false notions others may have), and it comes across as pretty modest and unassuming. In essence, it’s a really polite brand. The only possible improvement would be to add a footnote acknowledging “We’re happy to share this with all other cold, northern nations, including all full members of the Arctic Council, but maybe not the new observers who don’t have to suffer through 4 or more months of snow. No offence.”
It subtly says “we kick ass on the mountain and the rink”. We’re a very peaceful country – off the field of competitive sport. And while our population still hasn’t cracked 35 million, with winter in our bones, this is an area we’re naturally meant to dominate.
Who can forget the swell of national pride we all felt during Vancouver 2010? We’re not naturally a flag-waving people, but our athletes’ performance tapped into something deeper and helped to find and reinforce our pride and identity as Canadians. Seeing the Dufour-Lapointe sisters own the podium yesterday, winning both the Gold and the Silver in the women’s moguls brought tears to my eyes. Yes, We are winter – Booyah!