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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.
Esso (/ ˈ ɛ s oʊ /) is a ... hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative [30] theme, "Put a Tiger in ...
Esso tiger / Exxon tiger: Esso/Exxon: debuted 1964: See ExxonMobil website Erin Esurance: Esurance: 2005–2009: animated spy Eveready batteries: Eveready "9 lives" cat: debuted c. 1920s–1930s: Fantanas: Fanta (US only) 2002–present: fictional spokesmodels; sings musical catchphrase "Don'cha Wanna, Wanta Fanta!" Five incarnations since its ...
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 1964 to 1982, his work was used by the gasoline company Esso (now Exxon) for their advertising campaign "put a tiger in your tank", which featured Jones's illustrations of a cartoon tiger. [ 3 ] [ 4 ] [ 1 ] In 1976, he began working for MAD after editor Nick Meglin chose him to illustrate a cover. [ 1 ]
He provided most of the tigers used in the Esso oil television advertisements up until the 1970s. [6] However, changes in public attitudes to performing animals mean that he has faced criticism in recent years. A book detailing his life was published in 2009: My Life With Lions. [7]