Esso Pump Plate Sign: “Performance Motoring” Round Porcelain – VS6459

History Of The Esso (Exxon/Mobil) "Put A Tiger In Your Tank!" Slogan

In the 1960's, Advertising campaigns featuring heavy spending in different mass media channels became more prominent. Esso spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative theme, "Put a Tiger in Your Tank", which was invented by Emery Smith in 1959.

The "Put a Tiger in Your Tank" slogan is one of the most iconic advertising campaigns in the history of the petroleum industry and was used by Esso (now ExxonMobil) to promote their gasoline products. Here's a brief history of the slogan:

1. Introduction of the Slogan (1959): The "Put a Tiger in Your Tank" slogan was introduced by Esso in 1959 as part of a marketing campaign to differentiate their gasoline from competitors. At the time, the gasoline market was highly competitive, and companies were looking for ways to stand out.
2. The Tiger Symbol: Esso's campaign featured a playful and memorable tiger as its mascot. The idea was to associate the tiger's energy, strength, and vitality with their gasoline, suggesting that using Esso's product would give your car more power and performance.
3. Impactful Advertising: The "Put a Tiger in Your Tank" campaign was not just about print advertising; it also included television and radio commercials. These advertisements often featured catchy jingles and animated tigers, which further embedded the slogan in the public's consciousness.
4. Pop Culture Phenomenon: The slogan quickly became a pop culture phenomenon in the United States. It was so successful that it led to various merchandise and promotional materials featuring the tiger mascot, including stuffed tigers, stickers, and other memorabilia.
5. Global Expansion: The success of the campaign in the United States led Esso to expand it globally. In many countries, the "Put a Tiger in Your Tank" slogan was adapted and translated, making it a truly international marketing success.
6. Longevity and Legacy: The campaign's longevity was remarkable. It continued for several decades, with variations and updates to keep it fresh. Even after Esso changed its name to Exxon in the early 1970s, the slogan remained in use.
7. End of the Campaign: The campaign eventually ended in the late 20th century as Exxon shifted its marketing strategies. However, the "Put a Tiger in Your Tank" slogan remains a memorable and enduring part of advertising history.
8. Legacy and Nostalgia: Esso's "Put a Tiger in Your Tank" campaign,, was a highly successful and memorable marketing effort that used the image of a tiger to associate their gasoline with energy and power. It became a pop culture phenomenon and is still remembered today as one of the most iconic advertising slogans in history. The slogan and the tiger mascot are still remembered fondly by those who grew up with the campaign. It is often cited as an example of effective and iconic advertising that left a lasting impression.