Bibendum (French pronunciation:[bibɛ̃dɔm]), commonly referred to in English as the Michelin Man or Michelin Tire Man, is the official mascot of the Michelin tire company. A humanoid figure consisting of stacked white tires, it was introduced at the Lyon Exhibition of 1894 where the Michelin brothers had a stand.[1] He is one of the world's oldest trademarks still in active use. The slogan Nunc est bibendum ("Now is the time to drink") is taken from Horace's Odes (book I, ode xxxvii, line 1). He is also referred to as Bib or Bibelobis.[2]
Michelin dominated the French tire industry for decades, and remains a leading international tire manufacturer. Its famous guidebooks are widely used by travellers. Bibendum was depicted visually as a lord of industry, a master of all he surveyed, and a patriotic exponent of the French spirit. In the 1920s, Bibendum urged Frenchmen to adopt America's superior factory system, but to patriotically excel those factories' "inferior" products. As automobiles became available to the middle classes, the company's advertising followed suit, and its restaurant and hotel guides expanded to a broader range of price categories.[3]
^"L'Aimable Mons. Bibendum or Quelques Precisions sur le Guide Michelin". The Motor. nbr 3503: 41. 9 August 1969.
^"Michelin Corporate - Bibendum, the Michelin man, the living tyre". Archived from the original on 2010-06-18. Retrieved 2010-05-28.
^Stephen L. Harp, Marketing Michelin. Advertising and Cultural Identity in Twentieth-Century France (Johns Hopkins University Press, 2001)
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