Michelin, the world’s top tyre maker, has reintroduced its famous Michelin Man, aka Bibendum, to Ireland in a new campaign. One of the most widely-recognised marketing icons, Michelin Man is appearing in national press, outdoor and online ads for the first time in 20 years.
Despite being the only tyre maker on the island, consumer awareness of the French brand is low compared to other overseas markets. The new campaign, which plays on money-saving ideas and free fuel vouchers with tyre purchases, aims to address the imbalance.
Michelin was first launched at the Lyon Exhibition in 1894. It is the world’s number one tyre brand, ahead of Bridgestone, Goodyear, Continental and Pirelli. The Michelin name is also synonymous with travel guides, road maps and star-rated restaurants.
Michelin Man rolled out again after two decades
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