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The Esso Tiger |
Originating
in Norway, in
the early 1900s, the Esso Tiger
has become one of the world's most famous tigers. In 1936 Esso used the tiger in a newspaper advertisement for
its Ethyl Motor Oil, but all advertising for petrol was stopped due to
the outbreak of war. The tiger was resurrected once more in 1953 by Exxon (now known as
Exxon Mobil) the American parent company of Esso. The success of these advertisements persuaded several European
affiliates to follow. In 1959, an advertising agency in Chicago was asked by Exxon to
create an advertisement to boost sales of its petrol; "Put a tiger in your tank"
was the phrase they came up with, (created
by Chicago copywriter Emery Smith). T
A
loveable tiger cartoon character was introduced in 1964 to go alongside
the slogan. Sales soared and
the advertising campaign became a great success, this prompted Time magazine to proclaim 1964 as "The Year of the Tiger" along Madison
Avenue. Within
one year he could be found throughout Europe, Australia and the Far East.
The 70's saw the return of the live tiger, it has co-existed with the cartoon tiger in most of Exxon's
worldwide markets and appeared on British television in1975, promoting
a wide variety of products ( including fake tiger tails to tie on your
petrol tank.)
In 1982, Exxon featured the live tiger in the United States, and more
recently he is seen as a moving car that turns into a running tiger in television commercials.
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