Michelin

The aim of advertising is first to create recognition for a brand, and then, ideally, affection and loyalty. One of the best examples of this is found in a symbol that’s 116 years old: the Michelin Man, or Bibendum as he was formally known. Four years before the man made out of tyres was first drawn in 1898, the Michelin brothers – É douard and André, of Clermont-Ferrand in France – attended the Lyon Universal Exposition. Legend has it that on seeing a pile of tyres on the Michelin stand, Edouard said to his brother: ‘Look, with arms and legs, it would make a man.’

The first iterations are shocking to modern audiences: in the early 20th century he was a sinister figure, chomping permanently on a cigar. Initially he was shown drinking champagne, reinforced with a strange tagline: “À Votre Santé: Le Pneu Michelin Boit L’Obstacle! ” (The Michelin tyre drinks up obstacles!) This led to the character being known as the “road drunkard”, which would be abhorrent to any car-related company today.

A 1970s Michelin poster. Image courtesy Laurence King

In 1920, he discarded his pince-nez and the cigar (at the dawn of the motor age, these had helped him appeal to the small, wealthy section of society that had the power to buy a car). The white tyres remained, however – an important throwback to his origins, as tyres were originally light in colour; black versions only appeared in 1912 when a preservative, carbon black, was added in the manufacturing process. By the 50s he had become rotund, and 20 years later had become a true cartoon, in one iteration dancing euphorically below the slogan: “I’m clinging in the rain.”

Heritage has played a big part in his success story. As design historian Alain Weill says: “Once a character becomes a popular icon, you don’t have to question if it’s good or bad. At different points Michelin stopped using him, but they always came back. He has lasted so long because the brand did.”