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The North American and later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, in England there were faux tiger tails with pink ribbons to tie round underneath the cap of the petrol tank so as to look as if there was a tiger in the tank: these ...
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.
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.
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 ...
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 ]
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.