While Bibs’ shape and personality have morphed over the years to fit cultural trends and even the shape of modern automobile tires, the underlying essence of his personality—the symbol of safety and protection on the road—helped hold the strength of the Michelin brand together for over 125 years.
And while Bibs brought a human, protective element to the driving experience—this is long before seatbelt laws and passenger airbags—he wasn’t the only asset in the Michelin brand strategy playbook.
The Michelin Travel Guide was a way to encourage drivers and their passengers to get out on the road and explore. The logic for Michelin was that, if people are always driving, then they will always need to purchase more tires. This ultimately gave rise to the now-famous Michelin Star rating system for restaurants. Originally, the stars were awarded based on if they were worth traveling to. While today, one could feasibly walk between high-rated Michelin Star restaurants, the system is rooted as a form of content marketing to sell more tires. And to protect you and your loved ones while on these trips was none other than Bibs.
As Henry Ford and other inventors of the early 20th century ushered in the Industrial Revolution and the automobile, the Michelin brothers were perfectly positioned with all the resources they needed to create automobile tires. But just as importantly, with the rise of industrial machines and engines, the Michelin brothers found success in communicating the human element of their brand through Bibs the Michelin Man.
Founded by brothers André and Édouard Michelin in 1889 after helping a cyclist repair a flat tire, the Michelin company began as a manufacturer of removable pneumatic bicycle tires.
Less than five years after establishing the company, the brothers were attending an industry event and noticed that a stack of white tires (tires were traditionally manufactured in white due to the natural material properties of rubber) resembled the torso of a large man. Curious to know how they could leverage this ‘man’ character as a part of their brand, André later met up with French cartoonist Marius Rossillon, who manifested the idea into a poster featuring the first iteration of “Bibs”.
“C’est à dire : À votre santé. Le pneu Michelin boit l'obstacle,” said the poster, which translates to "That is to say, to your health. The Michelin tire drinks up obstacles!” Meaning, Michelin tires could ‘consume’ road hazards and thus, provide cyclists with a safer ride.
Considered by many to be “the best logo of the 20th century,” Bibendum—otherwise known as “Bibs” or “The Michelin Man”—dominated the automotive industry after first appearing at the Lyon Exhibition of 1894, where the young Michelin Brothers were selling their tires at a stand.
Today, “Bibs” is one of the most recognizable brand ambassadors in the world—not an easy feat to hold in 150 countries for over a century. Yet, his success goes back to the core of the Michelin brand and, ultimately, an ingenious brand strategy that’s held up just as long.
Brand Cult is a new Ceros Original Series in which we explore the history
and influence of some of the world's most iconic brands.
characters in the history of advertising.
How a stack of white tires became one of the most recognizable
THE MICHELIN MAN
BRAND CULT:
Bibendum used to drink nails to prove how ‘hard’ he was.
His weight—and lifestyle decisions—have fluctuated greatly over the years.
Bibendum is white because tires were manufactured in white until 1912.
He has a pet dog also made from tires named Bubbles.
There’s a French restaurant in London called Bibendum that pays tribute to him.
The Bibendum Chair by designer Eileen Gray is modeled after Bibendum's distinctive form.
The slogan Nunc est bibendum (Drink up) is taken from Horace's Odes
We’ve only ever heard him speak once in 1898. He's been silent ever since.
CREATED WITH:
All images courtesy Michelin Tires
All images courtesy Michelin Tires
CREATED WITH:
We’ve only ever heard him speak once in 1898. He's been silent ever since.
The slogan Nunc est bibendum (Drink up) is taken from Horace's Odes
The Bibendum Chair by designer Eileen Gray is modeled after Bibendum's distinctive form.
There’s a French restaurant in London called Bibendum that pays tribute to him.
He has a pet dog also made from tires named Bubbles.
Bibendum is white because tires were manufactured in white until 1912.
His weight—and lifestyle decisions—have fluctuated greatly over the years.
Bibendum used to drink nails to prove how ‘hard’ he was.
BRAND CULT:
THE MICHELIN MAN
How a stack of white tires became one of the most recognizable
characters in the history of advertising.
Brand Cult is a new Ceros Original Series in which we explore the history
and influence of some of the world's most iconic brands.
Considered by many to be “the best logo of the 20th century,” Bibendum—otherwise known as “Bibs” or “The Michelin Man”—dominated the automotive industry after first appearing at the Lyon Exhibition of 1894, where the young Michelin Brothers were selling their tires at a stand.
Today, “Bibs” is one of the most recognizable brand ambassadors in the world—not an easy feat to hold in 150 countries for over a century. Yet, his success goes back to the core of the Michelin brand and, ultimately, an ingenious brand strategy that’s held up just as long.
Founded by brothers André and Édouard Michelin in 1889 after helping a cyclist repair a flat tire, the Michelin company began as a manufacturer of removable pneumatic bicycle tires.
Less than five years after establishing the company, the brothers were attending an industry event and noticed that a stack of white tires (tires were traditionally manufactured in white due to the natural material properties of rubber) resembled the torso of a large man. Curious to know how they could leverage this ‘man’ character as a part of their brand, André later met up with French cartoonist Marius Rossillon, who manifested the idea into a poster featuring the first iteration of “Bibs”.
“C’est à dire : À votre santé. Le pneu Michelin boit l'obstacle,” said the poster, which translates to "That is to say, to your health. The Michelin tire drinks up obstacles!” Meaning, Michelin tires could ‘consume’ road hazards and thus, provide cyclists with a safer ride.
As Henry Ford and other inventors of the early 20th century ushered in the Industrial Revolution and the automobile, the Michelin brothers were perfectly positioned with all the resources they needed to create automobile tires. But just as importantly, with the rise of industrial machines and engines, the Michelin brothers found success in communicating the human element of their brand through Bibs the Michelin Man.
And while Bibs brought a human, protective element to the driving experience—this is long before seatbelt laws and passenger airbags—he wasn’t the only asset in the Michelin brand strategy playbook.
The Michelin Travel Guide was a way to encourage drivers and their passengers to get out on the road and explore. The logic for Michelin was that, if people are always driving, then they will always need to purchase more tires. This ultimately gave rise to the now-famous Michelin Star rating system for restaurants. Originally, the stars were awarded based on if they were worth traveling to. While today, one could feasibly walk between high-rated Michelin Star restaurants, the system is rooted as a form of content marketing to sell more tires. And to protect you and your loved ones while on these trips was none other than Bibs.
While Bibs’ shape and personality have morphed over the years to fit cultural trends and even the shape of modern automobile tires, the underlying essence of his personality—the symbol of safety and protection on the road—helped hold the strength of the Michelin brand together for over 125 years.