| Autor: |
Morales#Olazabal, Ann, Cava, Anita, Sacasas, René, Burke, Debra, Clarke III, Irvine, Ownes, Margret, Sacasas, Ren&e |
| Předmět: |
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| Zdroj: |
Journal of the Academy of Marketing Science; Spring2001, Vol. 29 Issue 2, p203, 4p |
| Abstrakt: |
In 1959, Exxon commenced the marketing of its petroleum products with the "put a Tiger In Your Think" advertising campaign, also featuring a cartoon tiger. Upon the recommendation of its advertising agency, Exxon began distancing its product from the cartoon character during the oil shortages of 1980s in favor of a live tiger, an image that was presumably less whimsical and more appropriate for the energy crisis. Concurrent with its efforts to eliminate the use of the cartoon tiger, Exxon explored ways to protect its cartoon tiger trademark. The company renewed the federal trademark protection for its tiger in 1985, in addition to using a costumed tiger for appearances at promotional events and sponsoring a cartoon tiger-coloring contest in 1989. After the Exxon Valdez oil spill, the cartoon tiger was recast in a more humanitarian role that manifested a concern for the environment. The problem, which was the essence of the dispute with Kellogg, arose when Exxon began to use its cartoon tiger in promotions for the company-operated "Tiger Mart" convenience stores as well as certain items for sale in those stores, such as its private-label coffee "Bengal Traders." |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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