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Michelin ends baby campaign

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Michelin North America Inc. (MNA) has launched a new multi-media ad campaign that showcases longtime company icon Bibendum, the “Michelin Man.” Conspicuous by their absence are the famous Michelin babies.

"The new campaign is where we're headed now," said David Jones, Michelin brand manager, when asked if the "baby campaign" was over. "The baby was very, very powerful, and it told a piece of the story."

But using Bibendum -- who is shown in ads inspecting tires at a plant, dancing and blasting off into orbit aboard the Space Shuttle -- allows the company to tell more of the Michelin story, he said. "It allows us to use our obsession with quality, engineering and innovation.

"We're evolving our positioning to a notion of security, which is a combination of safety and confidence."

The consumer campaign will include TV, print and radio spots and is expected to reach 1.4 billion people, according to MNA officials. TV commercials will be placed in a variety of high-profile slots like top-rated network shows, sporting events and news broadcasts.

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