Comments on: The Michelin Man – A pumped up brand icon

By: Ted Morris

Ted Morris — Tue, 15 Dec 2009 20:23:57 +0000

Bibendum has endured simply because of what he has not done -stray off the straight and narrow as have many celebrities and athletes (it also helped that he kicked smoking and drinking). I understand that Gillette, Gatorade and a few other brands are considering extending an invite out to Bib to act as interim spokesperson in some of their upcoming advertising spots. Michelin apparently negotiating lucrative terms.

By: paul durden

paul durden — Sat, 31 Oct 2009 01:29:45 +0000

please buy my 1920s bibendum compressor of me…..

By: Curtis

Curtis — Wed, 07 Oct 2009 06:49:04 +0000

The Michelin Man getting another makeover????? He just keeps going and going. I agree with Tim, a very changeable brandmark that “You cannot help feel a sense of connection with”.

By: tim

tim — Wed, 07 Oct 2009 01:12:35 +0000

News in the the Michelin Man is to get a makeover.

“The Michelin Man is trying to get our attention by getting a makeover. Again. Over the past week, New York-based journalists have gotten invites from the French tire maker and awarder of restaurant stars to attend “the unveiling of its first global advertising campaign” from TBWA/Chiat/Day tomorrow at an “intimate” early breakfast”. Read more here: http://adage.com/adages/post?article_id=139473

By: Zac

Zac — Fri, 18 Sep 2009 07:58:07 +0000

I love the Michelin Man! Wicked!

By: Dom

Dom — Wed, 26 Aug 2009 22:57:56 +0000

Tip-top article Timmy! I loved the Michelin Man when I was growing up, he always reminded me of being a friendly, gentle and importantly ‘safe’ giant. Did you know that world famous restaurants are awarded the Michelen star for outstanding quality and service?

By: tim

tim — Wed, 26 Aug 2009 06:37:22 +0000

Hi Rachel, Tires weren’t black until 1912. Tire makers first began adding carbon black as a preservative. Until then they were either a gray-white or a light translucent beige. Stay Puft Marshmallow Man from Ghostbusters was my favourite. Don’t cross the beams!!!!!

By: tim

tim — Wed, 26 Aug 2009 06:23:21 +0000

David, great question. Characters, icons or “mascots” are a more traditional way of representing brands. Visible in most team sports, mascots are a great way of having a visible, fun and interactive brand personality. But i think it is the uniqueness of the Michelin Man which has made him an icon in his own right. Tom makes some great points, mascot brands truly are beginning to lose the battle. Peoples mindsets have changed from supporting a character to supporting a symbol. This change is evident in McDonalds branding – very rarely is Ronald McDonald making an appearance these days.

By: Tom

Tom — Wed, 26 Aug 2009 06:08:06 +0000

Good point dave. You don’t see many new characters created these days. The mascot seems not to be relevant to brands anymore. Just imagine the Nike man, made from sneakers…
Or the iphone man, made from cool. Which makes me think of how fast pop culture changes now days. Apple would have to be quick to keep up with all changes in sub-cultures.

By: Rachel

Rachel — Wed, 26 Aug 2009 06:06:23 +0000

Interesting transformation of the Michelin Man Tim. I have never quite understood his connection to tyres? Why is he white and not black rubber? He actually reminds me more of a White Teenage Mutant Ninja Turtle or the Stay Puft Marshmellow Man who attacked New York City in the 1984 science fiction comedy movie, Ghostbusters.