The Forgotten Years of Bibendum. Michelin’s American Period in Milltown: Design, Illustration and Advertising by Pioneer Tire Companies (1900-1930)

Abstract

During the first decade of the 20th century, the Michelin tire company began a process of internationalization. Subsidiaries were established in the heart of the main markets: those of the UK (London from 1905), Italy (with a factory in Turin, active from 1907) and finally in the United States (in Milltown, New Jersey, in operation from 1908).

The firm’s efforts within the advertising field are an integral part of the European history of graphic design and poster art, also contributing to the fame of those artists who started the movement. This was particularly so in the case of the company’s mascot BIBENDUM, which, more than a century after his creation in 1898, is still the company’s iconic symbol. But if the Michelin Company’s history in France is well known, the researchers are very interested in the company’s almost 24 year presence in the United States (1907-1930), particularly the strategies developed in the field of advertising and graphics that have been completely ignored up to now.

What were the main features of this advertising strategy and how did it differ from those that were being used by the firm in Europe at the time? To answer this question, this research work first aims to reconstruct the history of American business and its links with the parent policies. To analyze these advertising strategies, the author needed to have in-depth knowledge of the reality of cultural norms, historical events, social, technological developments and commercial competition. Collecting, classifying and analyzing these advertising campaigns have helped with the understanding of the contributions of different directives, advertising agents, art directors, designers, illustrators and graphic artists who participated in the creative process of those elements which forged the identity of the company.

The author shows how the managers had to deal with American behavioral patterns to successfully adapt their advertising campaigns. Therefore this thesis research goes beyond a study of Michelin advertising graphics or strategies. For the first time the history of Michelin’s early presence in North America is established, addressing both social and economic issues.

It also provides extensive information on Michelin’s competitors in Europe (like Dunlop, Continental, Pirelli, Bergougnan, Prowodnik, Goodrich and many others).