Esso tiger sign

The iconic Esso tiger, symbol of the 'Put a Tiger in Your Tank' campaign, marked automotive advertising in the 1960s and 1970s.

About this subject

The Esso tiger first appeared in 1959 as part of an advertising campaign by Humble Oil (predecessor of ExxonMobil) to promote Esso Extra gasoline. The 'Put a Tiger in Your Tank' concept was created by the McCann-Erickson agency, linking the animal's power to fuel performance. Quickly, the tiger became one of the world's most recognizable mascots, appearing in print ads, TV commercials, and gas station signs.

The tiger image was refined over the years, notably with tail stripes that spelled out 'Esso'. This unique feature was introduced in the 1960s and became a trademark. Beyond US stations, the tiger conquered global markets, especially in Brazil, where Esso operated for decades. The station signs, often illuminated and featuring the tiger in vivid colors, are now collector's items and symbols of vintage aesthetics.

The campaign was so successful that Esso sponsored racing teams and automotive events, reinforcing the association with speed and power. Although the company rebranded to Exxon in the US, the tiger is still used in other countries, such as the UK and Asia. In Brazil, the Esso brand was acquired by Cosan in 2013, but the tiger remains in popular memory as an icon of 1960s and 1970s pop culture.

Frequently Asked Questions

When did the Esso tiger first appear?

The Esso tiger was introduced in 1959 with the 'Put a Tiger in Your Tank' campaign.

What do the stripes on the tiger's tail mean?

The tail stripes spell out 'Esso', a detail added in the 1960s to reinforce brand identity.

Is the Esso tiger still used today?

Yes, in countries like the UK and Asia, Esso still uses the tiger. In the US, the brand was replaced by Exxon, but the mascot remains in international use.