How "Put a Tiger in Your Tank" Became an Iconic Advertising Campaign
The "Put a Tiger in Your Tank" advertising campaign was first launched in the late 1950s by the Esso brand, which later became Exxon. The campaign's aim was to promote gasoline sales and was one of the most successful and recognizable advertising campaigns of its time. The campaign's concept was straightforward: fill up with Esso gasoline, and you would have the power and energy of a tiger in your tank, allowing you to tackle anything that comes your way.
The "Put a Tiger in Your Tank" campaign was unique in that it used an animal, the tiger, to convey the brand's message. The tiger was chosen as a symbol of power, energy, and strength, which is what people would feel after filling up with Esso gasoline. The ads featured a tiger with bold, eye-catching graphics and an upbeat jingle, which became a popular catchphrase.
The advertising campaign was initially launched on radio and television, and it quickly expanded to other media channels, including billboards, magazines, and newspapers. The advertising campaign's success can be attributed to its creative and consistent messaging that appealed to consumers. The jingle's catchy tune and lyrics, combined with the tiger's image, made the "Put a Tiger in Your Tank" slogan one of the most memorable and recognizable taglines in advertising history.
The "Put a Tiger in Your Tank" campaign became a significant success for the Esso brand, helping to establish the brand as a major player in the gasoline industry. The campaign built brand loyalty among consumers, who associated the tiger symbol and catchy jingle with Esso's high-quality gasoline.
Over time, the campaign evolved and changed to keep pace with the changing preferences and trends of consumers and the advertising industry. However, the core message of the campaign remained the same, which was to convey the idea of power, energy, and strength that comes with filling up with Esso gasoline.
Today, the "Put a Tiger in Your Tank" campaign is considered a classic example of effective advertising. It remains one of the most memorable and recognizable advertising campaigns in history, inspiring future generations of advertisers to create campaigns that are creative, impactful, and consistent.