Humble Oil - Discontinuation of The Humble, Enco Brands in Favor of Exxon

Discontinuation of The Humble, Enco Brands in Favor of Exxon

Despite the success of the "Put A Tiger In Your Tank" advertising campaign introduced by Humble in 1959 to promote its Enco/Esso Extra gasolines, the similar oval logotypes, the Happy Motoring! tagline used in advertisements that also appeared overhead of service bays at each station, use of the Humble name in all Esso/Enco ads and the uniformity in design and products of Humble stations nationwide, the company still had difficulties promoting itself as a nationwide gasoline marketer competing against truly national brands such as Texaco — then a 50-state marketer and the only company selling products under one brand name in each state. Humble officials realized by the late 1960s the time had come to swallow its pride by developing a new brand name that could be used nationwide throughout the U.S. At first, consideration was given to simply rebranding all stations as "Enco" but that was shelved when it was learned that "Enco" is a Japanese abbreviation of "engine failure." (エンジン故障, enjinkoshō?)

In order to create a unified brand, the company rebranded all its U.S. service stations along with its gasoline and other petroleum products from Esso and Enco (Humble in Ohio) to Exxon nationwide during the summer and fall of 1972 following the successful test marketing of the Exxon brand and logo in late 1971 and early 1972 at rebranded Enco/Esso stations in certain U.S. cities. The name change, one of the most expensive in the history of the U.S. oil industry, not only involved advertisements and identifying street signs at service stations, but also gasoline pumps, product packaging, tankers, transport and delivery trucks, hundreds of smaller signs at more than 25,000 service stations, and millions of credit cards sent to account holders to replace their previous Esso/Enco cards.

The corporate name change from Standard Oil of New Jersey to Exxon Corporation took effect January 1, 1973 along with the name change of domestic refining/marketing division Humble Oil and Refining Co. to Exxon USA, and the mergers of Esso Chemicals and Enjay Chemicals into Exxon Chemicals.