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In the 1960s, 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 [30] theme, "Put a Tiger in Your Tank", which was invented by Emery Smith in 1959. [31] [32]
One day in 1951 the secretary at McCann Erickson advertising agency asked Berry if he could draw a tiger for the Esso oil company account. "Yes, put a tiger in your tank," Berry retorted. For the next 10 years he continued to draw tigers for the campaign, but he made only a flat fee of £25 for the famous slogan, a story he much enjoyed telling.
Frederick Durham Sulcer (August 28, 1926 – January 18, 2004), known as Sandy Sulcer, was an American advertising agency copywriter and executive who created the 1960s Put a Tiger in Your Tank advertising theme for Esso gasoline, now known as ExxonMobil and later as a rainmaker bringing in new clients. [3] [4] [5] [6]
From 1961 to 1972, Enco advertising and promotional efforts were the same as Esso's in the eastern U.S. including the use of the Humble name in advertisements along with the "Happy Motoring!" tagline used by Esso for decades, and the "Put A Tiger In Your Tank" ad campaign introduced nationwide in 1964.
Despite the success of the "Put A Tiger In Your Tank" advertising campaign introduced by Humble in 1959, to promote its Enco/Esso Extra gasolines, the similar oval logotypes, the Happy Motoring! tagline used in advertisements that also appeared overhead of service bays at each station, use of the Humble name in all Esso/Enco ads and the ...
Exxon then followed through with protocol and federally registered its tiger under the petroleum products category. Unlike the Kellogg slogan behind the voice of Thurl Ravenscroft, "They’re gr-r-reat!", Esso also had a slogan, "Put a tiger in your tank". [19] The two major companies shared peaceful relations between the two iconic tigers.
Tiger and Charlie Woods are back for their fourth PNC Championship. They have not finished out of the top 10, including runners-up in 2021. What Tiger Woods is saying about son Charlie's game ...
In 1964, the "Put a Tiger in Your Tank" campaign was developed by McCann Erickson for Esso.Sales soared and the advertising became the talk of the land; Time magazine declared 1964 to be "The Year of the Tiger" along Madison Avenue.