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Comments
It was produced for Germany/Austria as ESSO WAGENPFLEGE, for the rest of the world as ESSO SERVICE.... and for Finland as ESSO HUOLTO ($$$).
The earliest German/Austrian design had the ESSO WAGENPFLEGE shown on the box, but in extremely limited quantities before they switched to "ESSO SERVICE" (even though the German printed brick was still inside). I love the old LEGO artwork....
In Denmark and other early LEGO countries in continental Europe it had ESSO SERVICE....
One thing I always get a chuckle out of on early LEGO boxes is that the artists didn't always get the model right.... there was a (hand painted) red edge to the rooftop plates (until 1963 when they stopped the labor intensive practice).... but there was never a red line along the top row of white 1x bricks (including the macaroni brick)....
Images from my Collectors Guide.