|Text on Button||CHICKEN IN EVERY POT TIGER IN EVERY TANK|
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In 1964 Exxon, under their moniker Esso, launched one of the largest advertising campaigns of the decade with the 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 was meant to highlight ferocity and energy and associate them to the oil. The tiger was such a hit that other oil companies started to copy the logo for themselves.
Esso cleverly paired their company's slogan with a quote from Hoover's 1928 Republican campaign promising prosperity in the form of “a chicken in every pot and two cars in every garage." The advertising campaign was discontinued in the 1970s with the beginning of the oil crisis. Esso remains an internationally known 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/