March 28, 2007

Michelin introduces new “A Better Way Forward” campaign

Greenville, South Carolina – Michelin has created a new North American marketing campaign that demonstrates the company’s evolution as a tire manufacturer, as well as its commitment to society, environment and protecting people on the road. A new slogan, “A Better Way Forward”, will be the focus of a multi-tier media campaign across television, radio, print and online advertising.

The company’s new site,, will include downloadable images, vintage commercial advertisements, and videos to guide viewers through important information, including driving safety tips and new tire innovations.

The 108-year-old Michelin Man is the centre of the campaign; in one commercial he installs recycled rubber material in a children’s playground to communicate the company’s commitment to finding alternative uses for end-of-life tires.

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