Bibendum 2025: The Michelin Man As You Haven’t Seen Him
Who Is the Michelin Man?
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.
Early Depictions
Though unusual, these depictions cemented him as a recognizable figure in European advertising.
This classical motto tied Michelin branding to culture and sophistication, helping the mascot appeal beyond car enthusiasts.
Evolution Over the Decades
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
This unexpected crossover — from car tires to fine dining — has made the Michelin Man part of global lifestyle culture.
Although the Michelin Brand Man doesn’t appear at every ceremony, his image is still used in promotions and branding.
The Michelin Man’s Relevance Today
In an era of digital marketing, few mascots have survived — but the Michelin Man remains iconic.
That’s why he still appears worldwide, from tire shops to lifestyle advertising.
Why Bibendum Will Keep Rolling
He bridges industries, from automobiles to haute cuisine, and carries a global presence few mascots can match.
The Michelin Man isn’t just a brand character; he’s a legend that still speaks to every generation.