Michelin rolled out a global media campaign on Tuesday that touts the cost savings of its tires as it fights for market share in an increasingly competitive market.
The campaign features the French company’s legendary Michelin Man and includes print, TV, Internet and social networking elements. The character, made of stacked white tires, is even getting his own Facebook page and a dedicated You Tube channel.
While the look of the Michelin Man — who was first created in 1898 — may not be changing much from its recent versions, he’ll be getting a new role as a hero that comes to the aid of drivers in trouble.
In a new TV spot that will begin airing in the U.S. today, the Michelin Man battles a rampaging gas pump by hurling tires that he pulls from his own body.
Associated Press
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