Bruce Fowler, Class of '66 - The tiger pictured was an icon for the Esso corporation, which I believe is now Exxon, and who brings out the tiger periodically to maintain trademark currency and probably reinforce the association. As I recall the slogan was "Put a tiger in your tank."
Those were the days of the muscle cars and the slogan had more relevance then than it does today. It is also somewhat interesting to note the fine line that Esso walked to maintain distance between their tiger and "Tony the Tiger" who promoted corn flakes. Ah, the joys of intellectual property!
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Eddie Burton, Class of '66 - Looks like Tony the Tiger to me. He's Grrrrrrrrraaaaaaaatttttteeeeee?
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Chip Smoak, Class of '66 - This week's mystery photo is of the Esso/Exxon tiger. Some years ago while working for SBA I met a man who claimed to hold the copyright on this advertising symbol and to collect royalties from Exxon. I do not vouch for the validity of the preceding. The famous saying was, "Put a tiger in your tank."
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Mary Ardrey Aukerman, Class of ‘66 - The picture is of the Exxon Tiger and the catchphrase was "Put A Tiger In Your Tank", not to be confused with Kellogg’s Frosted Flakes Tony the Tiger. The tigers really don’t even look alike. Good one, Tommy!
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Tuesday, October 17, 2000
By ANNE GEARAN
THE ASSOCIATED PRESS
WASHINGTON -- The Supreme Court is staying out of a cat fight involving two well-known cartoon trademarks: cereal-maker Kellogg Co.'s Tony the Tiger and the old Exxon "Put a Tiger in Your Tank" ad campaign.
The court, without comment yesterday, let stand a lower court ruling that Kellogg did not wait too long before trying to stop Exxon Mobil Corp. from using its own cartoon tiger.
That means Kellogg's trademark lawsuit can go to trial in Tennessee.
Exxon had argued that Kellogg only complained "after more than 30 years of peaceful coexistence" between Tony and the "Tiger in Your Tank" cartoon.
Kellogg's suit says Exxon discontinued the tiger gasoline ads during the 1980s, but then came out with new ads in the 1990s featuring a cartoon tiger promoting various food and convenience items sold at Exxon gas stations.
Tony the Tiger debuted in 1952 and has appeared on every box of Kellogg's Frosted Flakes since. Kellogg said it sold about $5.3 billion of the cereal between 1952 and 1995. Millions of children also knew the tiger as the cereal's gruff-voiced television pitchman during Saturday morning cartoons.
Exxon, then known as Standard Oil, introduced its tiger in 1964. The trademarked cartoon figure was used in advertising and in promotional giveaways such as juice glasses offered with a fill-up. Later, a real tiger was used in many ads.
Four years ago, Kellogg filed a federal lawsuit claiming new Exxon tiger promotions for soda, coffee and other products violated the Tony trademark because Exxon was now using a tiger to sell food.
The oil company has been known as Exxon Mobil since its merger with Mobil Co. last year.
"Tony the Tiger is not only famous in the cereal and breakfast food market, but his fame and recognition permeate the entire food category," Kellogg's lawyers argued.
A federal judge in Memphis threw out the case in 1998, meaning Exxon could continue using its tiger. The 6th U.S. Circuit Court of Appeals resurrected the case and sent it back to the judge for trial.
In the appeal acted on yesterday, Exxon's lawyers said Kellogg lost the right to sue by waiting so long to do so. Exxon cited a doctrine of law that generally says a valid claim can be voided by negligence or laxness in pursuing it.
In its court papers, Kellogg's lawyers said Exxon exaggerated the differences between the two tigers in its arguments to the appeals courts.