Esso Ad Anúncio Marketing - Rede Globo De TV - 1994

Esso é um nome comercial da ExxonMobil Corporation e de suas empresas relacionadas. Seu nome é derivado de Standard Oil Company ("SO", pronunciado esso). A Standard Oil esteve envolvida em processos jurídicos nos Estados Unidos e, por esse motivo, a marca Esso foi largamente substituída por outra (Exxon) naquele país, enquanto que no resto do mundo a marca "Esso" continua sendo utilizada, junto da marca Mobil.No Brasil, a marca Esso também está presente e é operada pela filial brasileira da ExxonMobil, com sede no Rio de Janeiro[1] e uma em Curitiba. A empresa veio para o país em 17 de janeiro de 1912, com a autorização do presidente Hermes da Fonseca, para instalar-se no Brasil. Na época, veio sob o nome Standard Oil Company of Brazil, distribuindo gasolina e querosene, vendidos em tambores e latas.
A Esso ficou conhecida por também ser a primeira empresa que patrocinou um programa jornalístico no país, com o Repórter Esso. Com isso, acabou também sendo uma das pioneiras da publicidade brasileira, com os seus mascotes-gotinhas que apareciam na maioria dos comerciais da empresa[3]. A Esso vendia no país também a Querosene Jacaré.
No Brasil, a Esso opera sob a razão social Esso Brasileira de Petróleo Ltda.[5]. A Mobil também atua no país, com a venda de lubrificantes automotivos. Em 1955, a empresa criou o Prêmio Esso de Jornalismo, para premiar os melhores trabalhos jornalísticos do ano.Em 24 de abril de 2008 a Cosan anunciou a compra do portfolio de downstream da Esso no Brasil.Esso (S.O.)(a.k.a. Eastern States Standard Oil) is an international trade name for ExxonMobil and its related companies. Pronounced /ˈɛsoʊ/ ("S-O"), it is derived from the initials of the pre-1911 Standard Oil, and as such became the focus of much litigation and regulatory restriction in the United States.In 1973, it was largely replaced in the U.S. by the Exxon brand, while Esso remained widely used elsewhere. In most of the world, the Esso brand and the Mobil brand are the primary brand names of ExxonMobil, with the Exxon brand name still in use only in parts of the United States.In 1911, Standard Oil was broken up into seven regional companies, each with the rights to the brand "Standard" in certain states (plus a number of other companies that had no territorial rights). Standard Oil of New Jersey ("Jersey Standard") had the rights in that state, plus in Maryland, West Virginia, Virginia, North Carolina, South Carolina, and the District of Columbia. By 1941, it had also acquired the rights in Pennsylvania, Delaware, Arkansas, Tennessee, and Louisiana. In those states, it marketed its products under the brand "Esso", the phonetic pronunciation of the letters "S" and "O". It also used the Esso brand in New York and the six New England states, where the Standard Oil Company of New York (Mobil) had the rights, but did not object to the New Jersey company's use of the trademark (the two companies did not merge until 1998). However, in the other states, the other Standard Oil companies objected and forced Jersey Standard to use other brand names. In most states the company used the trademark "Enco", and in a few "Humble". The other Standard companies likewise were "Standard" or some variant on that in their home states, and another brand name in other states.

This situation was confusing to travelers. In 1973, Standard Oil of New Jersey renamed itself as the Exxon Corporation, and adopted that trademark throughout the country. It however maintained the rights to "Standard" and "Esso" in the states where it held those rights, by a token effort, by selling "Esso Diesel" in those states at stations that sell diesel fuel, thus preventing the trademark from being declared abandoned. The ENCO brand name was still used on locations in the midwest, which were scheduled for abandonment (Standard Oil: The First 75 years).Esso Blue

Esso Blue was the brand name of Esso's paraffin oil (kerosene) for domestic heaters in countries such as the United Kingdom. Their TV advertising song from the 1950s through to the 1970s was the famous "Bom, Bom, Bom, Bom, Esso Blue!" A later campaign used the well-known song tune of "Smoke Gets in Your Eyes" cleverly reworded as

"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".Cleveland

In the 1930s Esso acquired Cleveland, an independent company based in North East England. The name comes from the Cleveland Hills. Cleveland's products included a benzole blend and an alcohol blend called Discol. Both the Esso and Cleveland names continued in use until 1973, when the Cleveland filling stations were re-branded as Esso.