Bibendum takes center stage in new Michelin campaign

March 27, 2007

Michelin North America Inc. (MNA) says its new marketing campaign will heavily feature its mascot, Bibendum, and will emphasize the freedom and mobility that Michelin tires provide.

"Michelin's 'A Better Way Forward' slogan will come to life in a multi-tier media campaign across television, radio, print and online media," say MNA officials.

"The 108-year-old Michelin Man is front and center in the new campaign, but he has evolved, becoming a modern, socially responsible icon -- similar to the way Michelin, as a company, has evolved to outfit vehicles and meet the changing needs of consumers."

The new campaign "articulates Michelin's commitment to better mobility for individuals and society at large." It will run throughout the rest of 2007.