ESSO
Esso was created in 1926 by the Standard Oil Company of New Jersey. When the Standard Oil company was dispersed in 1911, it was divided into 34 separate companies, several of which retained the Standard Oil name and trademark rights in specific regions. The name "Esso" was later adopted as a phonetic pronunciation of the initials "S.O.," representing Standard Oil. Esso originally produced and marketed kerosene sold through Standard Oils distribution routes and service stations. Esso later incorporated their iconic red and blue patriotic logo, helping establish a recognizable brand identity across its growing network of service stations.
THE ORIGIN OF ESSO
PUT A TIGER IN YOUR TANK
Esso brand heavily advertised its gasoline, motor oils, and service stations through traditional advertising campaigns that included free road maps and travel guides as well as billboards, newspaper and magazine advertisements, radio and television commercials, and a wide variety of promotional giveaways. In 1955, Esso released one of its most famous “Put a Tiger in Your Tank” campaigns and became one of the most successful advertising slogans in petroleum industry history, using a cartoon tiger to symbolize the power and performance of Esso gasoline. By 1959, Esso brought in $8.7 billion in total sales, making it one of the most successful fuel brands in the U.S. Later, the Esso name was retired and replaced with Exxon due to legal restrictions stemming from the 1911 Standard Oil antitrust breakup. In 1999, Exxon merged with Mobil to form ExxonMobil Corporation, and today Esso and Mobil continue to serve as the company's primary global retail fuel brands.
