The timing of the protest was significant, occurring just ten days after the start of the Iraq War. For the activists gathered on the A55, the issues of renewable energy and global conflict were inextricably linked. While other oil "supermajors" had begun making tentative steps toward green energy, Esso remained a staunch holdout, famously refusing to invest in wind, solar, or tidal power. Protesters used the high visibility of the A55—the main transit artery for North Wales—to highlight Esso’s active lobbying against the Kyoto Protocol and its perceived influence on oil-centric foreign policy.
Tactically, the demonstration was designed to engage motorists through subversion and visual storytelling. Activists frequently wore distressed tiger costumes—a mockery of the iconic "Put a Tiger in Your Tank" slogan—and displayed a modified Esso logo where the "SS" was replaced with dollar signs ($$) to symbolise corporate greed. By leafleting drivers and encouraging a boycott, the group aimed to hit the company's profits to force a shift in environmental policy.
The A55 protest was a critical component of a wider movement that eventually saw 1 in 20 UK motorists avoiding the brand. It cemented a legacy of student-led activism in the region, proving that local actions on a North Wales roadside could contribute to a massive national conversation about climate change, fossil fuels, and the urgent need for a transition to renewable energy.
