In 1961 Malley's registered the trade name Esky for its insulated metal food and drink container. Since then the term has become the generic name for such items. The Esky is an Australian innovation and a national symbol, signifying the outdoor-living and beer-drinking culture of the 'land of the long weekend'. The Esky can be used to illustrate Australians' increased leisure time and, thanks to the private motor car, increased mobility in the 1950s and 1960s, and the need to keep food and drinks cold during picnics, barbecues, camping and caravanning.
This Esky's original packaging, a colourful cardboard box, adds greatly to its display potential. It has illustrations of a smiling child dressed as an Eskimo. This emblem first appeared on Esky products in 1959, uttering the words: 'Cool, man, cool'. Appearing with the slogan 'Take the party with you', Esky's 1960s advertising featured characters such as adventurers and astronauts, all cheerful because they had taken along their Esky coolers.