LONDON - Hard times for lovers of good food: the most famous of overweight decided to go on a diet. He, the Michelin Man, smiling image of the "fat is beautiful," he said just to bad habits to adapt to the changing world, with an eye to health-conscious and forced the image. Bibendum (the little man is so called, by the motto of Horace, "Nunc est Bibendum" that stood on the first manifesto in which he was leading) for more than a hundred years (it was 1898) is the mascot of Michelin tires. And it is the tire is made, fluffy, big, always to give him the characteristic appearance in the flesh. Now it is time to change: the new advertising campaign that is running or will run (launch times vary from country to country: we have already aired in England it will be from March) in the TV across Europe has the little man lost a lot 'of weight gaining a sleek look "gym." "We wanted to update because it is a valuable asset for us," said Thierry Rudloff, director of marketing of the UK subsidiary of Michelin, presenting the new spot. In terms of image and the value of Bibendum (that over the years has also given up smoking) is priceless: a survey in the United Kingdom shows that 83 percent of the public recognizes the silhouette. Will recognize that even after the diet has reduced the volume by 20 percent? "As always, the people will decide," says Mark Testa, president of Armando Testa agency, the holder of historical campaigns. Although it is not just a question of pounds, "The survival of a character depends on many things - says head - not only from its communicative effectiveness. We need a company to continue to invest in the product, believe in that kind of communication strategy and not be bought by others. " The Michelin Man is not alone. The agency head is linked to long Lavazza, for which he created in the sixties Carmencita and Caballero. After a decade the two coffee Paulista puppets are back on TV. As Bibendum, also Carmencita has put up with the times, became a journalist "glamorous." "When a person works is right investments, playing on memories," resumed the head, and renew, "A character that works is a great opportunity, but also a risk. The Michelin Man, for example, we hope that all the fat has not lost the sympathy. " Advertising refurbished we have seen a lot: some can not survive without the fury of the redesign (like the little man of Lagostina pots, now retired), but many have just redone the makeup before going on air. Calimero is the case, returned to the screen, but a little 'subdued, after a few problems on the front of the' politically correct '(black and marginalized: there was enough talk of discrimination) and Michael, the' expert ' of a famous whiskey that he is not playing by an anonymous man with glasses as those hours Alessandro Gassman of the most fascinating. We'll see if the restyling of Bibendum please the public. Certainly not like Oliviero Toscani, another guru of communication: 'To lose weight the Michelin Man is like putting your pants on Donald Duck. " Toscani has no doubts, advertising that wins do not change: "Why ruin something that works for a hundred years? These choices are not made by Creative, but marketing manager, who do not have to do is hold meetings to decide to destroy what is beautiful. " But then it is true, it is good fat?
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