But in a one-line order, the justices rejected the claim in the case (Exxon Mobil vs. Kellogg Co., 00-252). Lawyers said that a trial is set to begin Jan. 16 in Memphis, Tenn.

Exxon: A Tiger That Doesn't Change Its Stripes. Share. Resize. This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber ...

They lack the cute factor of the Pillsbury Dough Boy and Elsie the Borden cow. But the Exxon tiger and the Mobil Pegasus rank as two of the most memorable and enduring characters used to hawk ...

The Esso (Exxon) tiger is an advertising character Hall of Famer. However, collectors prefer his three-dimensional collectibles over his two-dimensional examples.

Exxon, then known as Standard Oil, introduced its cartoon tiger in 1964. The trademarked tiger was used in advertising and in promotional giveaways. Later, a real tiger was used in many ads.

But it phased the tiger back in after the Exxon Valdez oil spill in 1989, seeking a friendlier image. The tiger became connected with its food sales beginning around 1992, ...

Kellogg contends Exxon retired its tiger in the 1980s, but then came out with new ads in the 1990s featuring a revised tiger promoting various food and convenience items sold at Exxon gas stations.

Any use of the Exxon tiger to promote food products, Kellogg contends, confuses the public about whose products the tiger represents, and such use infringes on Kellogg’s Tony trademark.