Western Europe: The Tiger Goes Abroad

In Norway, miniature tiger tails fluttered from scooters and sedans last week, and the signs along the highways struck a familiar note: Putt en tijger pa tanken. In Western Germany, it is Pack' den Tiger in den Tank; in The Netherlands, Stop 'n Tijger in uw Tank; in France, Mettez un tigre dans votre mo-teur; in Italy, Netti un tigre nel motore; and in Britain what else but "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...

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