Michelin to Use Technology to Break Away
By Alex Law
MacLeans magazine
“Nunc est bibendum.”
Horace originally meant that to be a call to merriment, or, in a more literal translation, “Now is the time to drink.”
When Michelin first used the phrase decades ago on an advertising poster, it was the tagline to a sketch of a man made out of tyres (now known as Bibendum) who was looking down a stretch of pavement filled with the kind of debris normally found on the world’s roads at the time. The message then meant, “I can handle all that.”