Esso tiger sign

The Esso tiger symbol, a 20th-century advertising icon, represents the power and reliability of the brand's fuels.

About this subject

The Esso tiger, also known as 'Put a Tiger in Your Tank', was first introduced in 1959 by the J. Walter Thompson advertising agency for the Standard Oil Company (later ExxonMobil). The original campaign used the tiger to symbolize the power and superior performance of Esso gasoline, encouraging drivers to 'put a tiger in their tank'. The character quickly became one of the most recognized advertising mascots globally.

Over the decades, the Esso tiger appeared on signs, print ads, toys, and even gas stations themselves. The image of the tiger on illuminated signs or painted on facades became part of popular imagination, especially in the 1960s and 1970s. The original tiger design, with stripes and a fierce expression, has been updated over time but always retains the characteristic yellow and black colors.

The Esso tiger sign is more than just vintage memorabilia; it is a cultural landmark that evokes nostalgia for the golden age of automotive advertising. Many original signs have been preserved in private collections and museums, such as the Petroleum Museum in Houston, Texas. The tiger's presence at gas stations worldwide also served as a symbol of brand standardization and recognition, before the unification of Exxon and Mobil.

Interestingly, the campaign was so successful that the tiger became more recognizable than the Esso name itself in some countries. The phrase 'Put a Tiger in Your Tank' entered popular culture, being parodied in films and TV shows. Today, the tiger is occasionally revived in seasonal marketing campaigns, celebrating its history of over 60 years.

Frequently Asked Questions

When was the Esso tiger created?

The Esso tiger was created in 1959 by the J. Walter Thompson advertising agency for the Standard Oil Company.

What does the Esso tiger symbolize?

The tiger symbolizes power, performance, and reliability, encouraging drivers to use Esso gasoline for more engine energy.

Where can I find original Esso tiger signs?

Original signs can be found in private collections and museums, such as the Petroleum Museum in Houston, Texas, and occasionally at memorabilia auctions.