Michelin Man Slims Down

Bibendum, Michelin’s iconic rubber ringed logo, must have joined a slimming club after Christmas because, according to Michelin UK marketing manager, Thierry Rudloff, future images of him will depict him as a shadow of his former sell. In years gone by Bib was depicted as a roly-poly, cigarette smoking, glass eating character. But no more. When Michelin launches a new multi-million-pound marketing campaign next month Bidendum’s image will be ‘refreshed.’