Esso tiger sign

The Esso tiger sign is a vintage advertising icon, symbol of the 'Put a Tiger in Your Tank' campaign that left its mark on global car culture.

About this subject

The Esso tiger sign evokes one of the most famous advertising campaigns of the 20th century: 'Put a Tiger in Your Tank', launched in 1959 by the McCann-Erickson agency for Standard Oil (later ExxonMobil). The tiger was chosen to associate the fuel with power, energy, and performance. Designed by illustrator Robert 'Bob' Jones, the mascot appeared on gas stations, billboards, and print ads, quickly becoming a recognizable symbol across many countries.

The campaign was a massive success, boosting Esso sales by up to 20% in some markets. The tiger was culturally adapted: in Brazil, the slogan 'Ponha um Tigre no Tanque' was used in the 1960s and 1970s with strong popular appeal. The sign itself, often three-dimensional and illuminated, has become a collector's item. Over time, Esso evolved into Exxon in the United States, but the tiger remained the logo in many countries, including Brazil, until the merger with Mobil in 1999.

Today, the Esso tiger is one of the most emblematic examples of retro advertising design. Original signs are sought after at antique fairs and auctions, sometimes fetching thousands of dollars. The nostalgic appeal of the sign reflects not only the history of oil but also the golden age of automotive advertising, when characters and slogans forged lasting emotional bonds with consumers.

Frequently Asked Questions

When was the Esso tiger campaign created?

The 'Put a Tiger in Your Tank' campaign was launched in 1959 by the McCann-Erickson agency for Standard Oil, the predecessor of ExxonMobil.

Is the Esso tiger still used today?

Yes, the tiger is still used as a logo by ExxonMobil in many countries, especially at gas stations outside the United States, though with some modifications over the years.

Why was the tiger chosen as the Esso mascot?

The tiger was chosen to symbolize power, energy, and performance, associating these qualities with Esso fuel. The original campaign included the slogan 'Put a Tiger in Your Tank' to encourage drivers to use the product.