 Current logo, which is a revision of 1934 logo, used since 1965. | |
| Product type | Gasoline,lubricants |
|---|---|
| Owner | ExxonMobil (1999–present) |
| Produced by | ExxonMobil Imperial Oil (Canada) |
| Country | United States |
| Introduced | 1911; 114 years ago (1911) |
| Discontinued | 1977; 48 years ago (1977) (United States) |
| Related brands | Mobil |
| Markets | Worldwide |
| Website | esso.com |
Esso (/ˈɛsoʊ/) is atrading name forExxonMobil. Originally, the name was primarily used by its predecessorStandard Oil of New Jersey after the breakup of the originalStandard Oil company in 1911.[1] The company adopted the name "Esso" (from the phonetic pronunciation of Standard Oil's initials and as an acronym of Eastern States Standard Oil),[2] to which the other Standard Oil companies would later object.
Standard Oil of New Jersey started marketing its products under the Esso brand in 1926.[3][4] In 1972, the name Esso was largely replaced in the U.S. by the Exxon brand after the Standard Oil of New Jersey boughtHumble Oil, while the Esso name remained widely used elsewhere. In most of the world, the Esso brand and theMobil brand are the primary brand names of ExxonMobil, while the Exxon brand is used only in the United States alongside Mobil.
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In 1911, Standard Oil wasbroken up into 34 companies, some of which were named Standard Oil and had the rights to that brand in certain states (the other companies had no territorial rights). The name Esso is the phonetic pronunciation of the initials 'S' and 'O' in the nameStandard Oil and is also an acronym ofEasternStatesStandardOil.[5] Standard Oil Company (New Jersey; "Jersey Standard") had the rights in that state, plus inMaryland,West Virginia,Virginia,North Carolina,South Carolina, and theDistrict of Columbia. By 1941, it had also acquired the rights inPennsylvania,Delaware,Arkansas,Tennessee, andLouisiana.
It also used the Esso brand inNew York and the sixNew England states, where the Standard Oil Company of New York (Socony-Vacuum, later Socony Mobil) had the rights, but did not object to the New Jersey company's use of the trademark[citation needed] (the two companies did not mergeuntil November 1999). However, in the other states, the other Standard Oil companies objected and, via a 1937 U.S. federal court injunction, forced Jersey Standard to use other brand names.[6] In most states the company used theEnco ("Energy Company") brand name, and in a few, the Humble brand name. The objections were mostly made byStandard Oil of Ohio and, in the 1960s, Standard Oil of California (nowChevron Corporation) after their acquisition of former EssojobberStandard Oil of Kentucky. The other major Standard Oil spinoff, Standard Oil of Indiana (which becameAmoco) largely did not object due to theMidwestern United States being a weaker market for Esso. Likewise, The Ohio Oil Company, which eventually becameMarathon Oil, did not market itsdownstream assets under the Standard name due to Sohio and Amoco owning the rights to the name in its core Midwestern territory.
The other Standard companies likewise were "Standard" or some variant on that name in their home states, and another brand name in other states. Esso ranked 31st among American corporations in the value ofWorld War II production contracts.[7]
During the years ofracial segregation in the United States, Esso franchises gave outThe Negro Motorist Green Book: An International Travel Guide.[8][9]
In 1973, Standard Oil of New Jersey renamed itself Exxon Corporation, and adopted theExxon brand name throughout the country. It maintained thetrademark rights to the Standard and Esso brands in the states where it held those rights by selling Esso Diesel in those states at stations that selldiesel fuel, thus preventing the trademark from being declared abandoned.
It retained the Esso brand inPuerto Rico and theUnited States Virgin Islands until 2008, when it sold its stations there to TotalEnergies.[10]
The Enco brand name was used on locations in the Midwest until 1977, when they were sold to Cheker Oil Co. (now part of7-Eleven[11]); Exxon continues to have a presence insouthern Ohio today (as it does throughout much ofAppalachia in general), thoughMobil is the company's primary brand in the Midwest.
In February 2016, ExxonMobil successfully asked a U.S. federal court to lift the 1930s trademark injunction that banned it from using the Esso brand in some states. By this time, as a result of numerous mergers and rebranding, most of the remaining Standard Oil companies that had objected to the Esso name had been acquired byBP.[6] ExxonMobil cited trademark surveys in which there was no longer possible confusion with the Esso name as it was more than seven decades before. Neither BP nor Chevron (which had minimized the use of the Standard name in the 1970s) had any objection to lifting the ban.[6]
ExxonMobil did not specify whether they would now open new stations in the U.S. under the Esso name; they were primarily concerned about the additional expenses of having separate marketing, letterheads, packaging, and other materials that omit Esso.[12] The Esso name did return to minor station signage at both Exxon and Mobil stations, which also had the effect of ExxonMobilde facto claiming the Standard trademark inColorado,Kentucky,Montana,North Dakota,Oklahoma andWyoming as Chevron withdrew from Kentucky in 2010 and BP gradually withdrew sales from the other states.
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In 1888, the Anglo American Oil Company opened its head office in London, which eventually became a part of Esso.[13] In August 1998,Tesco announced a partnership with Esso, opening chains ofTesco Express stores located within forecourts, which continues today.[14] In February 2000, the two companies were opening one new store a month, creating 4,000 jobs.[15]
Esso Blue was the brand name of Esso'sparaffin oil (kerosene) for domestic heaters in countries such as the United Kingdom. Their television advertising song from the 1950s, through to the 1970s, was the famous "Bom, Bom, Bom, Bom, Esso Blue!"
One campaign used the well-known song tune of "Smoke Gets in Your Eyes" reworded as:[16] "They asked me how I knew, it was Esso Blue, I of course replied, with lower grades one buys, smoke gets in your eyes. The non-smoking paraffin".The track was released as a flexi disk which was given away free in hardware stores.[17]
In the 1930s, Esso acquired Cleveland, an independent company based in North East England. Its founder and principal shareholder, Norman Davis, had spent some of World War I with his brother Manuel inCleveland,Ohio. Cleveland's products included abenzole blend and analcohol blend called "Discol". The Esso and Cleveland names continued in use until 1973, when the Cleveland filling stations were re-branded as Esso.
Esso traded inNorthern Ireland up until the early 2000s. Their forecourts were re-branded asMaxol andTexaco and some remained private.
45 of Euro Garages' forecourts were bought from Esso in 2013, and are operated under the Esso brand. They plan to roll out partner brands such asStarbucks andSpar, replacing the Esso branded shops.
ROC used self-branded stores under the "Snack and Shop" and "On the Run" branding depending on the size and the larger sites featured a Costa Cafe. ROC was the name for Esso's self-operated forecourts.
By 2015, ROC UK had sold all their sites to operators such as Rontec and Euro Garages, leaving no forecourts directly operated by Esso in the UK.
In Australia, Esso is an affiliate of ExxonMobil; it operates oil and gas production. Its retail petrol stations were acquired byMobil Australia in 1990.
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In Canada, the Esso brand is used on stations supplied by Imperial Oil, which is 69.8% owned by ExxonMobil. The stations are owned by third-party retailers such as:
Imperial Oil began to sell the majority of its company-owned stations in 2016.[20]
Esso also provides aviation fuel services at 80 airport locations in Canada (Aviation and Avitat).
Esso has sold most of its assets in the Caribbean. In 2008 it sold its retail operations inPuerto Rico, theUnited States Virgin Islands andJamaica to TotalEnergies. Those were converted to the Total brand. In 2014, Sol Petroleum purchased Esso operations inThe Bahamas,Barbados,Bermuda,Cayman Islands,Dominican Republic,Guadeloupe andMartinique. Rights to continue to operate in those countries under the Esso name were included.
Esso S.A.F. is the French subsidiary of ExxonMobil, operating several hundred filling stations and two refineries in France.[21]
Established as Esso Standard SekiyuK.K. in 1962, following the dissolution of theStandard Vacuum Oil Company. It became Esso Sekiyu K.K. in 1982. After the Exxon and Mobil merger in 1999, the Japanese subsidiaries were reorganized as ExxonMobilY.K. in 2002, which spun off its downstream business to EMG MarketingG.K. in 2012, and acquired as a subsidiary by TonenGeneral Sekiyu K.K. in the same year. In 2016, JX Holdings and the TonenGeneral Group merged into JXTG Holdings (nowEneos Holdings), leading to the dissolution and absorption of EMG Marketing into a subsidiary of the new company, JXTG Nippon Oil & Energy (nowEneos), in 2017.[22] In 2019, the company began to phase out the Esso and Mobil brands in Japan, replacing it with JX's Eneos EneJet banner.[23]
Standard Oil of New Jersey started business inArgentina in 1911, acquiring the "Compañía Nacional de Aceites" (National Company of Oil), which had been founded in 1906 by entrepreneur Emilio Schiffner inCampana, Buenos Aires to producekerosene. It became the first oil refinery in Latin America, doing business as "Compañía Nativa de Petróleo". Soon after, it merged with another foreign company operating in Argentina, West India Oil Co. (mostly known as "WICO"). The firstpetrol pump was placed in thePlaza del Congreso ofBuenos Aires, while the first service station opened in 1927 in the city ofSanta Fe. The company opened other refineries in Neuquén and Jujuy provinces. The company also introduced itsmotor oil line,Essolube in 1936. By 1943, Esso produced the 60% of petroleum in Argentina.[24]
In 2011, local consortiumBridas Corporation (formed by Bridas Energy Holdings Limited and ChineseCNOOC International Limited) acquired rights to the Esso brand in Argentina,[25] Paraguay and Uruguay.[26] As a result, all the Esso stations were rebranded as "Axion Energy".[27][28] At the time of the acquisition, Esso had 520 stations (with 450 under franchises), being the third largest producer of Argentine afterYPF andShell, with a 12% market share.[24]
Esso is ExxonMobil's primary motor fuel brand worldwide except in Australia, Guam, Mexico, Nigeria, and New Zealand, where the Mobil brand is used exclusively. In Canada (since 2017), Colombia, Egypt, and formerly Malaysia (until 2013, whenPetron (the former Esso Philippines) acquired ExxonMobil's Malaysian operations)[29] and Japan (until 2019), both the Esso and Mobil brands are used. In Hong Kong and Singapore, Mobil brand is applied on Esso fuel tank after Mobil service stations began to merge with Esso between 2003 and 2007.
Mobil is ExxonMobil's primary retail motor fuel brand in California, Florida, New York, New England, the Great Lakes and the Midwest. Exxon is the primary brand in the rest of the United States, with the highest concentration of retail outlets located in New Jersey, Pennsylvania, Texas and in the Mid-Atlantic and Southeastern states.
In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. Esso spent hundreds of millions of dollars on a brand awareness campaign built around the simple andalliterative[30] theme, "Put a Tiger in Your Tank", which was invented by Emery Smith in 1959.[31][32]
The North American and later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, in England there were faux tiger tails with pink ribbons to tie round underneath the cap of the petrol tank so as to look as if there was a tiger in the tank: these were often seen on the road in the 1960s; at one time in England there was a television advertisement where a sombre man labelled as the advertising manager said that they were no longer going to have the tiger, followed a short while later by advertisements for the save the tiger campaign, promotional events featuring real tigers, billboards, and in Europe station pump hoses "wrapped in tiger stripes" as well as pop music songs.[32] Tiger imagery can still be seen on the pumps of successor firmExxonMobil.
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Esso, along with its sister brands Exxon and Mobil, are official long-term recommended gasoline of twoVolkswagen Group marques (mainlyBentley andPorsche), allToyota Group marques and subsidiaries (includingToyota,Lexus,Daihatsu,Hino, andPerodua, shared withPetron) andGeneral Motors marques and subsidiaries (includingChevrolet,Cadillac,Buick,Holden,SAIC-GM-Wuling and former GM marques such asOpel andVauxhall) for automobiles. They are also recommended fuels forKTM motorcycles.
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Formula One teamLotus had Esso sponsorship from 1962 until 1967 while sponsoringIndianapolis 500 winner andFormula One world championJim Clark as well asBrabham from 1964 until 1973. From 2002 to 2009, Esso sponsoredToyota F1, as well asJordan and its successor,Midland in 2005 and 2006, after Esso became ExxonMobil's global primary fuel brand through the merger of Exxon with Mobil in 1999.Williams F1 had one season of Esso sponsorship in 2009 whenPetrobras left F1 in 2008 before they returned in 2014. The Esso brand was used inMcLaren Formula One cars along with Mobil from 2014 despite Esso actually partnering and supplying fuels forMcLaren team from 2015 to 2016 seasons, as well as Exxon from 2015 inUnited States Grand Prix only, as they are currently ExxonMobil brands after the merger. In 2017, ExxonMobil switched toRed Bull Racing, as well as Faenza-based sister teamScuderia Toro Rosso along with its successors,Scuderia AlphaTauri andRacing Bulls.
Enco, as sister brand of Esso before both renamed as Exxon in 1973, had sponsored three Indianapolis 500 winning cars in 1965, 1967 and 1968, won byJim Clark,A. J. Foyt andBobby Unser, powered byFord for 1965 and 1967 seasons, andOffenhauser for 1968 season.
Esso is also active in24 Hours of Le Mans and variousendurance racing, sponsoringMartini Lancia from 1982 to 1986, Le Mans-winningPeugeot 905 from 1990 to 1993, andToyota GT-One in 1998–99. Since 1996 Esso currently supplying fuels for allPorsche Mobil 1 Supercup entrants underMobil brand asExxonMobil increased its fuel partnership role withPorsche Mobil 1 Supercup as Esso since the 2015 season.
AlthoughVictor Green's initial edition only encompassed metropolitan New York, theGreen Book soon expanded.... The 15,000 copies Green eventually printed each year were sold as a marketing tool not just to black-owned businesses but to the white marketplace, implying that it made good economic sense to take advantage of the growing affluence and mobility of African Americans. Esso stations, unusual in franchising to African Americans, were a popular place to pick one up.
{{cite web}}: CS1 maint: archived copy as title (link)The foolish fearsomeness of this act was vitiated in the 1960s by Esso, which took a smiling tiger as a symbol with the alliterative sloganPut a tiger in your tank.
"Put a tiger in your tank." The star of one of the most popular advertising campaigns ever hatched on Madison Avenue, Esso's frisky, whimsical tiger with the high-octane tail has become a roaring success all over Europe.
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