It seems that just about everyone nowadays in on a mission to get rid of the odd ‘spare tyre’. Now even Bibendum, the formal name for one of branding’s best loved characters – The Michelin Man is also slimming down.Bibendum was devised in 1888 when Andre Michelin commissioned the creation of the plump figure after his brother, Edouard, noticed that a display of stacked tires resembled a human form.The name, ‘Bibendum’, was inspired by the toast, “Nunc est bibendum! – Now is the time to drink!)” – Attributed to a quote by the Latin poet Horace. This was ideal for Michelin’s slogan at the time, “Michelin tires swallow up all obstacles.”The character was given a goblet of nails and glass that he rose in a toast to all road hazards.For over a century, Bibendum has been rolling out promotional messages for Michelin tires. It is reported that one poll even named the cuddly character-advertising icon of the century (2000). Now in yet another example of major brands shaping up to meet the new demands of a health conscious nation, he is being made 20 per cent thinner.But is there more to the new svelte Bibendum’s fitness routine that meets the eye?Campaigns and movies such as ‘Supersize me’ dramatically changed perceptions about image and brands. Yet, The company announced that the new image “is a way of keeping up with changes in society…”He demonstrates the evolution of society but also the evolution of the brand and the world we live in.”The sad coincidence is that news of the ‘slimmed down’ (or should that read ‘remolded’) Bidendum was announced on the very same day that another example of ‘the evolution of society’ hit the headlines: The announcement that a ‘size-zero’ model died of suspected malnutrition within a few months of the death of her elder sister – another ‘size zero’ model.Other recent brand comebacks include: British Gas’ Sid – ‘kidnapped’ by rival utility company Npower and Cadbury’s seductive Flake Girl.

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