{"id":6332,"date":"2024-02-20T17:51:40","date_gmt":"2024-02-20T22:51:40","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/02\/20\/design-evolution-michelin-man\/"},"modified":"2024-04-02T09:58:44","modified_gmt":"2024-04-02T13:58:44","slug":"design-evolution-michelin-man","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/design-evolution-michelin-man\/6332\/","title":{"rendered":"Design Evolution: Michelin Man"},"content":{"rendered":"\n

By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n

What comes to mind when you think about the Michelin Man mascot<\/a>? Fans might easily recall him as the brand ambassador of the Michelin<\/a> tire company with a friendly smile, caring disposition, and overall build composed of inflated white tires.<\/p>\n\n\n\n\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

What you may not realize is the character we all know and love now has only had this design since 1998. The Michelin Man holds the unique distinction of being the only brand mascot to make his introduction to the world as a drinker and<\/em> smoker, both vices which faded to obscurity as the decades rolled on.<\/p>\n\n\n\n\n\n\n\n

Let\u2019s step back in time to 1898, the year the Michelin Man \u2014 AKA Bibendum \u2014 made his debut and look at some of his greatest design evolution hits.<\/p>\n\n\n\n\n

1894: The “Evocative” Pile of Tires<\/strong><\/h2>\n

It was an evocative pile of tires that inspired the earliest designs of the Michelin Man.<\/p>\n\n\n\n\n\n

According to the Michelin North America<\/a> website, brothers \u00c9douard and Andr\u00e9 Michelin were attending the Lyon Universal Exhibition in 1894 when they happened to notice what is described as a pile of \u201cevocatively-shaped\u201d tires.<\/p>\n\n\n\n\n\n\n\n

\u201cLook, with arms, it would make a man,\u201d \u00c9douard told Andr\u00e9.<\/p>\n\n\n\n\n

1898: Birth of the Michelin Tire Man<\/strong><\/h2>\n

Andr\u00e9 hung onto his brother\u2019s idea. Four years later in 1898, he met the cartoonist Marius Rossillon, also known as O\u2019Galop, who drew poster art.<\/p>\n\n\n\n\n\n

As the story goes, O\u2019Galop was showing Andr\u00e9 a rejected advertising sketch he drew for a Munich brasserie. O\u2019Galop\u2019s original drawing featured a bearded giant holding a beer glass and pronouncing \u201cNunc est Bibendum\u201d \u2014 Latin for \u201cNow is the time to drink.\u201d<\/p>\n\n\n\n\n\n\n\n

Suddenly, Andr\u00e9 saw an opportunity for \u00c9douard\u2019s idea to come to life.<\/p>\n\n\n\n\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

What if there was a man made from a pile of tires instead of a bearded giant? The cup, instead of beer, would be full of nails and broken glass. This was indicative of the toughness of Michelin tires, which didn\u2019t puncture easily.<\/p>\n\n\n\n\n\n\n\n

An additional French slogan was added into the sketch copy, \u201c\u00c0 votre sant\u00e9. Le pneu Michelin boit l’obstacle.\u201d This was a slogan Andr\u00e9 had come up with a few years earlier that translates to \u201cCheers, the Michelin tire drinks up obstacles!\u201d This slogan, the Michelin website notes, was meant to convince engineers of the benefits of tires.<\/p>\n\n\n\n\n\n\n\n

The Michelin Man was made from 26 tires and pictured wearing pince-nez glasses. These tires were all colored white as tires would not be colored black until 1912.<\/p>\n\n\n\n\n\n\n\n

Those who were familiar with him knew he ran through a series of lifestyles. Various illustrations before the 1920s depicted the Michelin Tire Man as a gladiator, kickboxer, and ballroom dancer. He drank and smoked cigars<\/a> in an effort to appeal to the upper class. He even had a column in an Italian travel magazine launched by Michelin in 1907 where he reported on attending the Ball of Nations.<\/p>\n\n\n\n\n

1922: Naming the Michelin Tire Man<\/strong><\/h2>\n

For several decades after his introduction, the Michelin Tire Man was a nameless entity in the advertising landscape.<\/p>\n\n\n\n\n\n

In 2022, an ad ran in The Saturday Evening Post<\/a> advertising $1,000 in cash and 65 other prizes for successfully naming the Michelin Tire Man. No more than 10 words could be submitted as a possible name and anyone could compete in the contest except for Michelin employees in the United States or abroad.<\/p>\n\n\n\n\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

For those submitting a name for consideration, Michelin outlined the following three facts to review prior to submission in their original 1922 ad:<\/p>\n\n\n\n\n

    \r\n \t
  1. Michelin is the oldest pneumatic tire maker, having introduced the first pneumatic automobile tire in 1895.<\/li>\r\n \t
  2. Many of the most important developments in the tire world are Michelin inventions. Notable examples are the first non-skid tire, the original demountable rim, and the ring-shaped tube.<\/li>\r\n \t
  3. Michelin Tires enjoy the widest distribution. They are made in extensive factories in France, Italy, England, and the United States, and are recognized all over the world for their superior quality.<\/li>\r\n<\/ol>\n

    Though the contest closed on March 25, 2022, little information is available as to who won it. Rather, it is suggested that the mascot\u2019s name originated from the Latin phrase which accompanied his early advertisements: \u201cNunc est Bibendum.\u201d<\/p>\n\n\n\n\n\n

    So he became Bibendum, or Bib for short, Michelin\u2019s brand ambassador.<\/p>\n\n\n\n\n

    1920s: Bibendum’s Changing Image in the 1920s<\/strong><\/h2>\r\n\n
    \"\"\/<\/figure>\n\n\n\n

    There was more changing for the Michelin Tire Man throughout the 1920s besides getting his first name. The character was undergoing drastic lifestyle changes.<\/p>\n\n\n\n\n\n\n\n

    Bibendum stopped smoking and drinking. He began working out and playing sports in advertisements, such as running and riding a bike. Posters from this time showed Bibendum leaning into a much more family-friendly image. It suited him much better if we do say so ourselves.<\/p>\n\n\n\n\n

    1940s: Pride Booms With International Michelin Customers <\/strong><\/h2>\n

    Post-World War II, Michelin took notice that it was becoming quite trendy for Michelin customers in Europe and Asia to attach promotional Michelin Man mascots<\/a> to the roofs of their vehicles and trucks.<\/p>\n\n\n\n\n\n

    \"\"\/<\/figure>\n\n\n\n

    This uptick in proudly promoting the Michelin Man mascot came on the heels of the development of radial tires. It allowed the Michelin tire brand to strengthen its brand messaging for its superior tire safety and build increased recognition in its Michelin Man brand mascot.<\/p>\n\n\n\n\n

    1998: The Michelin Man Turns 100!<\/strong><\/h2>\n

    1998 marked the 100th<\/sup> anniversary of the Michelin Man. This was the same year his appearance was redesigned to reveal a brand-new look.<\/p>\n\n\n\n\n\n

    Bib was given big, expressive eyes, a Michelin banner draped across his front, an attitude full of good humor, and a body made of big, choice tires which could be easily removed for vehicles in need.<\/p>\n\n\n\n\n\n

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