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n. The symbol of the


Bibendum, commonly referred to in English as the Michelin Man, is the symbol of the Michelin tire company. Introduced at the Lyon Exhibition of 1894 where the Michelin brothers had a stand, Bibendum is one of the world's oldest trademarks. The slogan Nunc est bibendum (Now is the time to drink) is taken from Horace's Odes (book I, ode xxxvii, line 1). He is also referred to as Bib or Bibelobis.

Michelin dominated the French tire industry and was one of the leading advertisers; to this day its famous guidebooks are widely used by travelers. Bibendum was depicted visually as a lord of industry, a master of all he surveyed, and a patriotic expounder of the French spirit. In the 1920s, Bibendum urged Frenchmen to adopt America's superior factory system, but to patriotically avoid using the "inferior" products of those factories. As automobiles diffused to the middle classes, Michelin advertising likewise shifted downscale, and its restaurant and hotel guides likewise covered a broader range of price categories.

Usage examples of "bibendum".

He sat in the Bibendum chair, and Ferdinand served heavily watered grapejuice in square-cut stemware.