2 Mar 2006
Geneva, Switzerland - Bibendum revealed his latest look for the first time in Europe this week. Michelin's mascot is now a three-dimensional figure.
Michelin first rolled out the new design a couple of weeks ago in North America, according to a Michelin spokesman and the new corporate image went live in Europe this week.
Bibendum's name comes from a 19th century advertising slogan "nunc est Bibendum" (Now is the time to drink) intended to highlight Michelin's capacity to absorb road debris without sustaining punctures. The character has gone through a number of metamorphoses over the last century. Most recently, the design was slimmed down when Michelin entered the Japanese market in the mid 1990s.
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