Meet Bibendum: The Michelin Man’s Evolution In 2025

The Origins of Michelin’s Famous Mascot

The Michelin Man, known officially as Bibendum, is one of the world’s longest-standing brand mascots.

Over time, he shifted from intimidating to friendly, becoming the approachable character seen today.

Strange Beginnings of Bibendum

Though unusual, these depictions cemented him as a recognizable figure in European advertising.

His name "Bibendum" comes from the Latin phrase *Nunc est bibendum* — meaning "Now is the time to drink."

From Mummy-Like Figure to Slim Icon

In 1998, for his 100th birthday, he underwent a redesign to appear healthier, friendlier, and less bulky.

By the 21st century, the Michelin Man had become one of the most recognised mascots worldwide, with studies suggesting over 90% brand recognition.

The Michelin Man and Food Culture

Today, when people hear "Michelin," they think of both performance on the road and excellence on the plate.

Although the Michelin Man doesn’t appear at every ceremony, his image is still used in promotions and branding.

A Mascot That Refuses to Fade

In an era of digital marketing, few mascots have survived — but the Michelin Company Man remains iconic.

That’s why he still appears worldwide, from tire shops to lifestyle advertising.

Why Bibendum Will Keep Rolling

In 2025, he continues to inspire trust, laughter, and recognition in equal measure.

The mascot has proven timeless — adaptable, resilient, and unforgettable.