Esso tiger sign

The Esso tiger sign, an iconic symbol of fuel advertising, left its mark on generations with its feline imagery and memorable slogan.

About this subject

The Esso tiger debuted in 1959 as the mascot for the "Put a Tiger in Your Tank" campaign, created by the Thompson agency. The original idea came from the German slogan "Pack den Tiger in den Tank," adapted for the American market. The tiger symbolized power and performance, associating Esso gasoline with a vigorous driving experience. The illuminated signs featuring the tiger became common at gas stations worldwide, especially in the United States and Brazil, where the Esso brand operated until being rebranded as ExxonMobil. The tiger's design underwent several updates over the decades, but always maintained its aggressive pose and striking gaze. In 1970, the campaign was discontinued in the US, but the tiger continued to be used in other countries, including Japan, where it gained immense popularity. Today, the original Esso tiger sign is a highly valued collector's item, representing a golden age of automotive advertising.

Frequently Asked Questions

When was the Esso tiger created?

The Esso tiger was created in 1959 as part of the "Put a Tiger in Your Tank" campaign.

What did the Esso tiger symbolize?

The tiger symbolized power, performance, and a vigorous driving experience, associating Esso gasoline with these qualities.

Is the Esso tiger sign still used today?

Although the original campaign was discontinued in the US in 1970, the tiger is still used in some countries, like Japan, and original signs are collector's items.