Esso tiger sign

The Esso tiger is one of the most recognized advertising symbols of the 20th century, representing power and reliability for decades.

About this subject

The Esso tiger was born in 1959 as the mascot for the 'Put a Tiger in Your Tank' advertising campaign, created by the DDB agency for Standard Oil of New Jersey (Esso). The idea was to associate Esso gasoline with the strength and energy of a tiger. Success was immediate: within years, the tiger appeared in print ads, TV commercials, and even on toys and clothing. The campaign was so popular that the company officially adopted the tiger as its logo in many countries, replacing the old 'Happy Motoring' symbol.

Over the years, the tiger underwent several visual updates, always maintaining its leaping posture and orange-and-black stripes. In 1972, Esso became Exxon in the United States, but the tiger continued to be used in other regions worldwide, especially in Europe and Asia. In the 1990s, ExxonMobil revived the original campaign with the tiger in selected markets, reinforcing brand nostalgia and recognition.

Interestingly, the tiger also became a cultural icon, appearing in movies, TV series, and even parodies. For example, in the film 'Ghostbusters' (1984), the Esso tiger appears on a sign during a chase scene. Additionally, the phrase 'Put a Tiger in Your Tank' entered popular lexicon as an expression of energy and drive.

Today, the Esso tiger remains a successful branding symbol, studied in marketing courses as an example of creating a lasting mascot. Original Esso tiger signs and advertisements are collectible items coveted by vintage advertising enthusiasts.

Frequently Asked Questions

When was the Esso tiger created?

The tiger was introduced in 1959 as part of the 'Put a Tiger in Your Tank' campaign, created by the DDB agency for Standard Oil (Esso).

Is the Esso tiger still in use today?

Yes, the tiger continues to be used by ExxonMobil in some markets, particularly outside the United States, and appears on licensed products and nostalgic promotions.

What does the tiger symbolize in Esso advertising?

The tiger symbolizes power, energy, and reliability, associating Esso gasoline with superior performance, as if the car gains 'a tiger in the tank'.