A history of Esso in Ireland
As Esso Ireland entered the new millennium we already had over 100 years of history behind us. From 1898 when motoring was in its infancy to today when it is the paramount form of transport, Esso has been there - literally keeping Ireland on the move.
Esso - or the Anglo American Oil Company as we were known then - first established its base in Dublin Port in 1898. The Anglo American Oil Company was the first company to lease land in the docks area of Dublin and started importing and selling paraffin oil for lamps. The first Managing Director of the company was a Mr. Dominic Dolan, originally from Ardbolies, Co. Louth.
As the motor car began to find favour in 1904, the Anglo-American Oil Company quickly moved into selling petrol and by 1910 was firmly established in Ireland. The motor fuel marketed at the time was called Pratts Perfection Spirit and was imported from America in a highly distinctive 2-gallon green can, complete with brass stopper.
As the Anglo-American Oil Company grew, Ireland was experiencing radical change and the Irish Free State was established in 1922. The Anglo American Oil Company was among one of the first companies to register in the Irish Free State. Following registration the company changed its name to the Irish-American Oil Company.
Following a number of name changes the Irish-American Oil Company changed its name to Esso in 1935 and then eventually to Esso Ireland Ltd in 1985.
Esso has always been at the forefront of innovations and pioneered the first kerbside service stations with pumps, as we know them today, at Nassau Street in Dublin where Fred Hanna's Bookshop now stands. We were also among the first to develop forecourt shops in the 1970's, selling mainly motor oils and car accessories. Today, forecourt shops have expanded dramatically and now sell a wide variety of goods.
When it comes to petroleum products Esso has been to the fore also. Back in 1933, Esso marketed the first bottled motor oil, which was sold in a distinctive glass bottle. Throughout the years Esso has introduced a wide range of distinctive products to Ireland such as "Esso Blue" which was in fact paraffin, but the success of the advertising campaign was such that people no longer asked for paraffin, they asked for "Esso Blue". More recently in 1986, Esso Ireland was the first Oil Company in Ireland to introduce lead free petrol.
The Esso Tiger has become one of the most recognised corporate symbols not only in Ireland, but also around the world. The "Esso Sign Means Happy Motoring" campaign was one of the most popular ever seen on Irish television and many will remember the "Put A Tiger in Your Tank" campaign that quickly became a catch phrase. In fact, a customer from Kilkenny wrote to the company in 1965 to complain that his child had poured a bottle of milk into his petrol tank to "feed the tiger"!
Esso Ireland has come a long way from humble beginnings and is now looking ahead to the new challenges of the 21st century. We believe we are well placed to meet these challenges. Continued investment in people, technology, research, operating facilities, service stations and shops will ensure ongoing success for a company proud of its history in Ireland.
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