Poster
Nunc Est Bibendum
Michelin · 1898
- Campaign
- Bibendum
Analysis
Michelin's tire-shaped character raises a glass containing road hazards. The poster expresses tire resilience as the ability to consume obstacles.
“NUNC EST BIBENDUM!!...”
Brand characterVisual metaphor
Why it worked
Nails and broken glass make the road problem visible. The confident figure contrasts with the smaller weakened tire characters beside it.
Lesson
Build a brand character from the product's material and central benefit.
Image source
Public domain (copyright term expired, as stated by the source).
Shown for study and commentary. Not affiliated with or endorsed by Michelin.