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In the 1960s and early 1970s, Humble Oil had difficulties promoting itself as a nationwide marketer of petroleum products, despite a number of high-profile marketing strategies. These included the popular "Put a Tiger in Your Tank" advertising campaign and accompanying tiger mascot, introduced in 1959 to promote Enco Extra and Esso Extra gasolines. Humble Oil also used similar logotypes, use of the Humble name in all Enco and Esso advertising, and uniform designs for all stations regardless of brand. In addition, Humble Oil was a major promoter and broadcast sponsor for college football in the Pacific-8 (now Pac-12) and Southwestern conferences.
But Humble Oil still faced stiff competition from such national brands such as Shell and Texaco, which at that time was the only company to market under one brand name in all 50 states. By the late 1960s, Humble officials realized that the time had come to develop a new brand name that could be used nationwide.
At first, consideration was given to simply rebranding all stations as Enco, but that was shelved when it was learned that the word "Enco" is similar in pronunciation to a Japanese term for "stalled car."
In 1972, Exxon was unveiled as the new, unified brand name for all former Enco and Esso outlets.
And there you have the rest of the story! These Mugs are in excellent condition, Tiger is bright and Mugs are clean. The Mugs measure about 3 3/8 inches tall with the opening about 3 inches across.
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