Esso tiger sign

The classic Esso tiger sign represents one of the most iconic petroleum brand mascots in global advertising history.

About this subject

In 1959, Esso (Standard Oil) launched a massive advertising campaign featuring a tiger as its mascot. The slogan "Put a Tiger in Your Tank" became a cultural phenomenon, associating the brand with power and performance. The tiger symbol was used on gas stations, signs, and promotional materials worldwide. Esso, originally part of John D. Rockefeller's Standard Oil, operated in many countries but was renamed Exxon in the United States due to antitrust laws. The Esso brand persisted elsewhere. The tiger sign, often illuminated and colorful, became a nostalgic icon of mid-20th century car culture and roadside advertising. The campaign significantly boosted sales, and the tiger remained synonymous with Esso for decades. Collectors today seek original Esso tiger signs as vintage memorabilia, with restored examples commanding high prices. This image represents a piece of marketing history where a simple animal symbol transformed brand identity.

Frequently Asked Questions

Why did Esso use a tiger as a mascot?

The tiger was chosen to symbolize power and performance of fuels, especially in the "Put a Tiger in Your Tank" campaign of 1959.

Does Esso still use the tiger today?

The Esso brand still exists in many countries, and the tiger remains associated, though usage has decreased with local rebrandings.

What is the difference between Esso and Exxon?

In the US, Standard Oil was split and Esso was renamed Exxon in 1972. Outside the US, the Esso name remained.