With a snappy new website as the centerpiece, Michelin has created a new North American marketing campaign that demonstrates the company’s evolution as a tire manufacturer as well as its commitment to society, the environment and protecting people on the road. Michelin’s “A Better Way Forward” slogan will come to life in this multi-tier media campaign across television, radio, print and online media.
The 108 year-old Michelin Man is front and center in the new campaign; but he has evolved, becoming a modern, socially responsible icon – similar to the way Michelin, as a company, has evolved to outfit vehicles and meet the changing needs of consumers while maintaining its position as the leader in tire innovation and technology for over a century. For example, a 1905 advertisement depicts the Michelin Man with cigar to lips in a French wrestling-style leopard loincloth, air-kicking his way through town. Now, a smoke-free, slimmed-down Michelin Man enhances roads and parks as alternatives to sending end-of-life tires to landfills. He is shown in the new TV commercial installing recycled rubber material in a children’s playground to communicate the company’s commitment to finding alternative uses for end-of-life tires.
Using state-of-the-art Flash technology, the Web site features detailed images and videos to guide visitors through important information including driving safety tips and new tire innovations. www.michelinman.com/forward.
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