Michelin Man Gets More ‘Socially Responsible’ in New Ads

(Akron/Tire Review) Michelin North America is launching a new, “multi-tier” marketing campaign in television, radio, print and online media.

The company’s “A Better Way Forward” slogan will be featured on an interactive Web site, a 30-second TV spot called “Workshop,” and a new print ad called “Flex,” which will emphasize the strength and endurance of Michelin tyres.

The interactive Web site is located at www.michelinman.com/forward.

In the new ads, Bibendum – otherwise known as the Michelin Man – has become “a modern, socially responsible icon,” said Michelin.

For example, a 1905 advertisement depicts the Michelin Man with cigar to lips in a French wrestling-style leopard loincloth. Now, a smoke-free, slimmed-down Michelin Man enhances roads and parks as alternatives to sending scrap tyres to landfills. He is shown in the new TV commercial installing recycled rubber material in a children’s playground.