Poster
Le Meilleur Le Moins Cher
Michelin · 1910
- Campaign
- Bibendum
Analysis
Bibendum rides a bicycle while smoking a cigar in a Michelin tire poster. The relaxed pose associates the tires with ease and confidence.
“LE MEILLEUR LE MOINS CHER”
Brand characterProduct context
Why it worked
The mascot's body repeats the tire form shown on the bicycle. The bold colors separate the figure and promise from the background.
Lesson
Use a distinctive brand character in the actual setting where the product matters.
Image source
Public domain (copyright term expired, as stated by the source).
Shown for study and commentary. Not affiliated with or endorsed by Michelin.