STANDING UP FOR OURSELVES

摘要

Canada's oilsands producers are showing some moxie. The Merriam-Webster Dictionary defines moxie as energy, pep, courage, determination and know-how. The latest promotional push by the Canadian Association of Petroleum Producers (CAPP) is ail that and more. In October 2013, CAPP launched a marketing initiative that features television commercials, print ads and a social media blitz with the self-effacing tag line, "Canada's Energy. We're pretty good at this." The ads carry proud but polite messages from Canada's oilsands producers, such as highlighting environmental innovation through biodiverse land reclamation.