Michelin Man

The aim of all advertising is first to create recognition for a brand, and then, ideally, affection and loyalty. This can be achieved in a multitude of ways, but one of the best examples can be found in a symbol that is now 116 years old: the Michelin Man, or Bibendum, as he was formallyformerly known.

In 1898, the Michelins' concept was first painted by the poster artist O'Galop, the alias of the cartoonist Marius Rossillon. But the character did not acquire his Bibendum name until later that year. It is thought that French artist O'Galop first showed André a rejected poster he had made for a Munich brewery, which depicted King Gambrinus, the patron saint of brewing. The king was shown announcing "nunc est bibendum" (now it is time to drink), which was written at the top of the poster. This text remained on the artwork when O'Galop substituted the regal figure for André's man of TIRES. At the Paris-Amsterdam-Paris race in July that year, the driver Léon Théry apparently shouted to André "voila Bibendum, vive Bibendum," and in taking one of the words from the Michelins' poster (Théry did not know Latin), inadvertently named their character. Compared to the cuddly mascot that contemporary audiences are accustomed to, early iterations of the Michelin Man come as something of a surprise.

Many of the posters from the early 20th-century depict him as a somewhat sinister figure, large and bespectacled and chomping on a cigar.

The original Bibendum was made of narrow tires of the style of the late 1800's, very narrow and straight-edged. He also wore glasses and smoked a cigar. Today, his figure has changed to showcase Michelin's pioneering leadership and high standards of technological achievement. He is also a very active fellow, walking, jumping, running and even flying as he promotes Michelin products. His sight has returned to 20/20 and he's given up smoking. He still decorates Michelin's world-renowned tour guides and maps, as well as their tire products.

The natural color of rubber is white, and so up until the early 1900's tires were a pale, light color. CarbonCarbon started to be added around 1912 to add strength and durability, which is why all tires are now black. At the time of his invention, Mr. Bib was representing the product as a stack of white tires, because that's the color the tires were.

In 1898, the Michelins' concept was first painted by the poster artist O'Galop, the alias of the cartoonist Marius Rossillon. But the character did not acquire his Bibendum name until later that year. It is thought that French artist O'Galop first showed André a rejected poster he had made for a MunichMunich brewery, which depicted King Gambrinus, the patron saint of brewing. The king was shown announcing "nunc est bibendum" (now it is time to drink), which was written at the top of the poster. This text remained on the artwork when O'Galop substituted the regal figure for André's man of TIRES. At the Paris-Amsterdam-Paris race in July that year, the driver Léon Théry apparently shouted to André "voila Bibendum, vive Bibendum," and in taking one of the words from the Michelins' poster (Théry did not know Latin), inadvertently named their character. Compared to the cuddly mascot that contemporary audiences are accustomed to, early iterations of the Michelin Man come as something of a surprise.

The origins of the Michelin Man can be traced to four years before he was first actually drawn, when the Michelin brothers, Édouard and André of Clermont-Ferrand in FranceFrance, attended the Lyon Universal Exposition in 1894. Legend has it that on noticing a pile of tires on the Michelin stand, Edward remarked to his brother, "Look, with arms and legs, it would make a man."

The natural color of rubber is white, and so up until the early 1900's tires were a pale, light color. CarbonCarbon started to be added around 1912 to add strength and durability, which is why all tires are now black. At the time of his invention, Mr. Bib was representing the product as a stack of white tires, because that's the color the tires were.

Bibendum, commonly referred to in English as the Michelin Man or Michelin Tyre Man, is the official mascot of the Michelin tire company. Introduced at the Lyon Exhibition of 1894 where the Michelin brothers had a stand, Bibendum is one of the world's oldest trademarks. The slogan Nunc est bibendum (Now is the time to drink) is taken from HoraceHorace's Odes (book I, ode xxxvii, line 1). He is also referred to as Bib or Bibelobis.Michelin dominated the French tire industry for decades and remains a leading player in the market. It was one of the leading advertisers; to this day its famous guidebooks are widely used by travellers. Bibendum was depicted visually as a lord of industry, a master of all he surveyed, and a patriotic exponent of the French spirit. In the 1920s, Bibendum urged Frenchmen to adopt America's superior factory system, but to patriotically avoid using the "inferior" products of those factories. As automobiles became available to the middle classes, Michelin advertising likewise shifted downscale, and its restaurant and hotel guides likewise covered a broader range of price categories.

Bibendum, commonly referred to in English as the Michelin Man or Michelin Tyre Man, is the official mascot of the Michelin tire company. Introduced at the Lyon Exhibition of 1894 where the Michelin brothers had a stand, Bibendum is one of the world's oldest trademarks. The slogan Nunc est bibendum (Now is the time to drink) is taken from Horace's Odes (book I, ode xxxvii, line 1). He is also referred to as Bib or Bibelobis.Michelin dominated the French tire industry for decades and remains a leading player in the market. It was one of the leading advertisers; to this day its famous guidebooks are widely used by travellers. Bibendum was depicted visually as a lord of industry, a master of all he surveyed, and a patriotic exponent of the French spirit. In the 1920s, Bibendum urged Frenchmen to adopt America's superior factory system, but to patriotically avoid using the "inferior" products of those factories. As automobiles became available to the middle classes, Michelin advertising likewise shifted downscale, and its restaurant and hotel guides likewise covered a broader range of price categories.

"Cheers, the Michelin tyre drinks up obstacles!" This slogan had been launched by André Michelin a few years previously to convince engineers of the benefits of tyres.

The natural color of rubber is white, and so up until the early 1900's tires were a pale, light color. Carbon started to be added around 1912 to add strength and durability, which is why all tires are now black. At the time of his invention, Mr. Bib was representing the product as a stack of white tires, because that's the color the tires were.

The aim of all advertising is first to create recognition for a brand, and then, ideally, affection and loyalty. This can be achieved in a multitude of ways, but one of the best examples can be found in a symbol that is now 116 years old: the Michelin Man, or Bibendum, as he was formally known.

The origins of the Michelin Man can be traced to four years before he was first actually drawn, when the Michelin brothers, Édouard and André of Clermont-Ferrand in France, attended the Lyon Universal Exposition in 1894. Legend has it that on noticing a pile of tires on the Michelin stand, Edward remarked to his brother, "Look, with arms and legs, it would make a man."

In 1898, the Michelins' concept was first painted by the poster artist O'Galop, the alias of the cartoonist Marius Rossillon. But the character did not acquire his Bibendum name until later that year. It is thought that French artist O'Galop first showed André a rejected poster he had made for a Munich brewery, which depicted King Gambrinus, the patron saint of brewing. The king was shown announcing "nunc est bibendum" (now it is time to drink), which was written at the top of the poster. This text remained on the artwork when O'Galop substituted the regal figure for André's man of TIRES. At the Paris-Amsterdam-Paris race in July that year, the driver Léon Théry apparently shouted to André "voila Bibendum, vive Bibendum," and in taking one of the words from the Michelins' poster (Théry did not know Latin), inadvertently named their character. Compared to the cuddly mascot that contemporary audiences are accustomed to, early iterations of the Michelin Man come as something of a surprise.

Many of the posters from the early 20th-century depict him as a somewhat sinister figure, large and bespectacled and chomping on a cigar.