Now that we’re past the “Unofficial Kick Off of Summer” I think it’s safe for those of us on the East Coast to say goodbye to winter. And we’re about to be reminded about how glorious summer is as every brand under the sun (pun intended) will be clamoring to be the “Official _____of Summer.”

Now, I’m usually one to abhor a cliché, but I’ll confess. I like the unofficial / official cliché. Why? Because it’s fun. And we all know that if there’s one thing summer is about, it’s fun especially when we were younger.

And speaking of younger, the best part of summer was that the rules were relaxed. You could do just about anything you wanted. The same holds true for being the “Official _____ of Summer.”

You want to be the “Official Water of Summer Whilst Lazing Around the Pool” or the “Official Candy of Summer While Lying on the Beach?” G’head. How about the “Official Charcoal Briquette of Summer for People Who Can’t Spell Briquette?” They’re a little wordy, granted, but are all available for the using.

I don’t think the “Official Legal Team of Summer” will be issuing any cease and desist letters.

Just remember summer is about fun and that should extend to being the “Official ______ of Summer” as well. Don’t take yourself too seriously. Keep tongue firmly planted in cheek. After all, laughter is the “Official Emotion of Summer.”

Ian Cohen is Production Director at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the RSS link above. Visit our website TheRadioAgency.com