Michelin Embarks on Truck-Side Adverting Campaign

The Michelin Man is being featured in a new high profile advertising campaign on the side of trucks within the Great Bear Distribution fleet, which are used to deliver more than three million Michelin tyres across the UK. Promoting the message “Michelin, for performance that lasts,” the brightly coloured graphics show a 6ft high Michelin Man running alongside a car tyre, and links with the return of the Michelin Man in 2007 to television advertising.

The first stage of the campaign sees the graphics fitted to 22 new Mercedes-Benz Atego rigids, plus a further 50 demountable box bodies. Before the end of the year, they will be joined by a further eight new Ategos and 40 demountable box bodies.