Esso tiger sign

The Esso tiger sign is one of the most recognizable symbols of 20th-century advertising, representing the power and reliability of the brand's fuels.

About this subject

The Esso tiger was introduced as a mascot in 1959 by the McCann-Erickson advertising agency, quickly becoming a global icon. The "Put a Tiger in Your Tank" campaign launched in the United States and spread to many countries, including Brazil. The tiger symbolized power and performance, qualities Esso wanted to associate with its gasoline. Three-dimensional tiger signs, often illuminated with neon, became landmarks along highways and at gas stations worldwide.

In Brazil, Esso operated for decades, and the tiger appeared at stations and in print and television ads. The physical sign, usually made of metal and acrylic, was mounted on poles or above stations for high visibility. With the consolidation of ExxonMobil and the retirement of the Esso brand in Brazil in 2014, many signs were removed, becoming collector's items. Original pieces are highly sought after by advertising memorabilia enthusiasts, often fetching thousands of reais in specialized auctions.

Culturally, the Esso tiger transcended its commercial purpose and entered the popular imagination. It appeared in films, songs, and TV shows, such as "The Simpsons." The image of the striped feline with the blue Esso logo is considered a landmark of 20th-century advertising design. Its vintage aesthetic, with vibrant colors and stylized design, continues to inspire artists and collectors. Preserving these signs is important for the memory of the material culture of advertising in Brazil and worldwide.

Frequently Asked Questions

When was the Esso tiger created?

The tiger was created in 1959 by the McCann-Erickson agency for Esso's (now ExxonMobil) "Put a Tiger in Your Tank" campaign.

What did the Esso tiger symbolize?

The tiger symbolized power, performance, and reliability of Esso fuels, associating the brand with a strong and fast animal.

Where can I find an original Esso tiger sign today?

Original signs are rare and usually found in private collections, memorabilia auctions, or advertising museums. Some preserved gas stations may display them as historical items.