Michelin gets healthy

Gibson, Jane
February 2007
ICIS Chemical Business;2/26/2007, Vol. 2 Issue 55, p38
Trade Publication
The article presents news briefs concerning the tire industry. Michelin has embarked on a marketing makeover for its mascot, Bibendum, to appeal to the more health conscious 21st century viewer. The rubber icon has literally lost a couple of spare tyres from around his waist for the firm's latest television advertising campaign. Bridgestone Corp. engineers in Japan have built an artificial rubber fin for a dolphin named Fuji.


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