carefully crafted business slogan speaks volumes of it’s brand values and promises, successfully.
Guess who wrote this, and when was the slogan created:
“Put a Tiger in your Tank.”
Find out the answer by clicking here:
Answer: Esso Gasline
(Slogan written in 1959, advertisement with Esso Tiger developed by McCann-Erickson, 1964)
The tiger is seen as the king of the forest. It epitomizes regality, supremacy strength, and energy. Don’t you like having the king empowering you as you speed down the highway fast and free?
Great line from Emery Smith, the copywriter of an advertising agency from Chicago tasked by Esso in 1959 to create a newspaper advertisement to boost petrol sale.
In 1964, a lovable tiger cartoon character was introduced. Coupled with the slogan, the new look was a hit. Sales soared and the entire advertising campaign was the talking point in the industry. So much so that the famous Time magazine proclaimed 1964 as “The Year of the Tiger” along Madison Avenue. Within 12 months, the Esso Tiger were seen roaming throughout Europe, Australia and the Far East. Interesting, Esso brought back live tiger in the 1970 and it has co-existed with the cartoon tiger in most of Exxon’s worldwide markets. In 1982, Exxon featured the live tiger in USA, and it is also seen as a moving car that turns into a racing tiger in TVCs. Among the most talk about promotion campaign that Esso has done worldwide is having car owners tying a fake tiger tails to their petrol tanks to win great prizes.
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[tags]slogan, business slogan, company slogan, corporate slogan, famous slogan, popular slogan, advertising slogan, brand value, branding, brand, meaning behind Esso slogan, Put a Tiger in your tank, Esso[/tags]