The “Put a Tiger in Your Tank” campaign was an iconic advertising slogan used by Esso (now owned by ExxonMobil) in the 1960s. The campaign featured a series of commercials and print advertisements depicting a tiger symbolising energy, power, and performance, with the message that using Esso fuel would provide consumers with added power and performance for their vehicles.

 

The campaign was highly successful and became one of the most memorable advertising campaigns of its time. The imagery of the tiger became strongly associated with Esso, and the slogan entered popular culture as a symbol of energy and vitality. While the campaign itself may not be actively running today, it remains a classic example of effective marketing and branding, and the slogan is still recognised by many people even decades later.

Television Commercials

The TV commercials typically feature a combination of live-action footage and animation. They often showed ordinary people experiencing a boost of energy and power after using Esso fuel, symbolised by the appearance of a tiger. These commercials emphasised the idea that using Esso fuel would make your car run more efficiently and powerfully.

Print Advertisements

The print advertisements for the campaign featured bold visuals of tigers alongside the slogan “Put a Tiger in Your Tank.” These ads appeared in newspapers, magazines, and billboards, reinforcing the message of increased power and performance associated with using Esso fuel.

Promotional Materials

Esso also distributed various promotional materials featuring the tiger mascot and the campaign slogan. These materials could include stickers, posters, and other merchandise designed to further promote the campaign and the brand.

Tango The Tiger

Britain’s oldest tiger, who featured in the iconic Esso fuel adverts, passed away at the age of 22 in 2016. Tango was made famous when he was one of seven tigers featured in Esso’s ‘put a tiger in your tank’ adverts in the 1990s.

Did you know? The Exxon Mobil Corporation was instrumental in establishing the Save The Tiger Fund in 1995. Today, Exxon Mobil Corporation contributes $1 million a year to help conserve Asia’s remaining wild tigers.

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