Esso tiger sign

The Esso tiger sign is a vintage advertising icon, symbolizing the 'Put a Tiger in Your Tank' campaign that boosted gasoline sales in the 1960s.

About this subject

The Esso tiger originated in 1959 as a mascot for the oil company then known as Standard Oil of New Jersey (later Exxon). The 'Put a Tiger in Your Tank' campaign launched in the United States in 1964 by the McCann-Erickson advertising agency. The goal was to associate Esso gasoline with power and performance, using the tiger as a visual metaphor. The slogan became a cultural phenomenon, appearing on signs, giveaways, and print and television ads.

Enameled metal signs, like the one depicted, were common at gas stations until the 1970s. They featured the tiger in a menacing or leaping pose, typically in orange and black. Esso even sponsored a race car with the tiger, and the mascot appeared in TV shows of the era.

In Brazil, the campaign also ran with local adaptations. The Esso tiger is remembered as one of the greatest branding examples of the 20th century. Today, original signs are collector's items, fetching hundreds or thousands of dollars at vintage memorabilia auctions. The campaign influenced other brands to adopt animal mascots and is studied in marketing courses as a success case.

Frequently Asked Questions

What is the origin of the Esso tiger?

The tiger was created in 1959 as a mascot for Standard Oil of New Jersey (Esso). The 'Put a Tiger in Your Tank' campaign started in 1964, making the tiger a lasting symbol of the brand.

Are Esso tiger signs valuable?

Yes, original enameled metal signs are collector's items. Depending on condition and rarity, they can be worth hundreds to thousands of dollars at auctions.

Was the Esso tiger campaign used in Brazil?

Yes, the campaign was adapted for the Brazilian market, with ads in magazines and signs at gas stations. The Esso tiger is remembered by many Brazilians as part of the advertising culture of the 1960s and 1970s.