Tiagra – or how to match it with a randy golfer and put a Tiger in your tank

Alf remembers it as a great advertising slogan: Put a Tiger in your Tank.

It was developed for Esso gasoline by McCann-Erickson back in 1964.

The reasoning behind the slogan:

The tiger is seen as the king of the forest. It epitomizes regality, supremcy strength, and energy. Don’t you like having the king enpowering you as you speed down the highway fast and free?

Alf wonders if Esso would be quite so keen on the tiger idea nowadays.

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