Esso tiger sign

The Esso tiger sign is an icon of automotive advertising, representing the 'Put a Tiger in Your Tank' campaign that boosted the brand in the 1960s.

About this subject

The Esso tiger sign dates back to one of the most memorable advertising campaigns of the 20th century: 'Put a Tiger in Your Tank', launched in 1959 by Esso, then part of Standard Oil. The tiger, designed by artist Robert J. Lee, symbolized power and performance, associating Esso fuel with a more vigorous drive. The campaign was an instant success, and the tiger became the brand's official mascot, appearing at gas stations, in print and TV ads, and on three-dimensional signs like the one depicted.

Tiger signs varied in size and material, from large illuminated panels at stations to smaller versions for convenience stores. The classic design showed the tiger in a striking pose, with orange and black stripes, usually accompanied by the slogan or just the Esso logo. Over time, the tiger underwent minor modifications but retained its essence. The campaign was so impactful that the Esso tiger is often remembered as one of the earliest examples of animal branding in the fuel industry.

Interestingly, the campaign was adapted in several countries, with the tiger gaining local names. In Brazil, Esso also used the tiger in its ads, although the brand was later sold. Today, original Esso tiger signs are collector's items, prized by advertising memorabilia enthusiasts. They represent not only the company's history but also a golden age of automotive advertising, when brands invested in captivating characters to win over the public.

Beyond nostalgic value, these signs are studied in marketing courses as an example of brand consistency. The tiger image remains associated with strength and reliability, transcending decades. Even after the merger that created ExxonMobil, the tiger is still used in some markets, showing the longevity of a well-built symbol.

Frequently Asked Questions

When was the 'Put a Tiger in Your Tank' campaign created?

The campaign was launched in 1959 by Esso in the United States and quickly spread to other countries. The tiger was designed by artist Robert J. Lee.

What does the Esso tiger symbolize?

The tiger symbolizes power, performance, and reliability, associating Esso fuel with a more vigorous and efficient driving experience.

Are original Esso tiger signs valuable collectibles?

Yes, original signs are highly prized by collectors of advertising memorabilia, often fetching high prices at auctions due to their rarity and historical significance.