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In 1964 Esso (the international name for the Exxon oil company) launched one of the largest advertising campaigns of the decade with their slogan “Put a tiger in your tank”. The campaign, which included cartoons, posters, bumper stickers, and buttons, sold millions of dollars of Esso collectibles. The tiger mascot displayed the ferocity and energy in the oil and was such a hit that other oil companies started to copy the logo.
On this button, Esso cleverly paired their company's slogan with a quote from a 1928 Republican campaign promising prosperity in the form of “a chicken in every pot and a car in every backyard”. The phrase and its optimism for a time when poverty would be nonexistent became so popular that it became a catchphrase for the rich utopia that America could be. The advertising campaign ended in the 1970s with the beginning of the oil crisis, but Esso remains an internationally recognized brand.
""Chicken in Every Pot"." Dictionary of American History. 2003. Retrieved August 28, 2015 from Encyclopedia.com: http://www.encyclopedia.com/doc/1G2-3401800779.html
Planet Retro. (2009, Feb 18). The Esso Tiger. [Web Blog Post]. Retrieved from: http://blog.retroplanet.com/character-of-the-week-the-esso-tiger/