Esso tiger sign

This content features the Esso tiger sign, an iconic symbol of fuel advertising that left its mark on generations in Brazil and worldwide.

About this subject

The Esso tiger sign is one of the most recognizable symbols in automotive advertising. Introduced in 1959 by Humble Oil (later part of ExxonMobil), the tiger was born from a campaign created by the McCann-Erickson agency. The goal was to personify the power and reliability of Esso fuels. The mascot quickly won over the public, appearing on gas station signs, print and TV ads, as well as promotional items like plush toys and keychains.

In Brazil, the Esso tiger became part of popular culture. For decades, gas stations displayed the tiger leaping sign, often accompanied by the slogan "Put a tiger in your tank". The figure was synonymous with fuel quality and catered to the growing vehicle fleet in the country. Collectors still seek original signs, which have become vintage décor items.

The sign's design underwent few changes over the years. The classic version shows the tiger in profile, with orange and black stripes on a white or blue background. Some signs included the name "Esso" in red or blue. With the unification of the ExxonMobil brand, the tiger's use was reduced, but it still appears in nostalgic campaigns and specific markets.

Trivia: the tiger was inspired by Tony the Tiger from Kellogg's, but Esso created its own version. During World War II, the company already used a tiger in aviation campaigns. The slogan "Put a Tiger in Your Tank" was so successful that it spawned a theme song and even a line of clothing.

Frequently Asked Questions

Why did Esso choose the tiger as a mascot?

The tiger was chosen to symbolize power, agility, and reliability, attributes desired in automotive fuels. The 1959 campaign used the feline to associate the brand with superior performance.

Is the tiger sign still in use?

Currently, its use is limited to nostalgic campaigns and licensed stations in some countries. ExxonMobil reduced the tiger's presence after brand unification, but it still appears in vintage products and themed events.

What is the origin of the slogan 'Put a Tiger in Your Tank'?

The slogan was created in the United States in 1959 by the McCann-Erickson agency. 'Put a Tiger in Your Tank' became one of advertising's most famous catchphrases, boosting sales and generating strong brand identification.