Home > Encyclopedia of Major Marketing Campaigns > Michelin North America, Inc.

• MICHELIN. BECAUSE SO MUCH IS RIDING ON YOUR TIRES Campaign
• It's a Girl. Actually, It's Eight Girls.
• Further Reading

1 Pkwy. S.
Greenville
South Carolina
29602-9001
USA
tel: (864)458-5000
fax: (864)458-6359
website: http://www.michelin.com

MICHELIN. BECAUSE SO MUCH IS RIDING ON YOUR TIRES Campaign

Overview

By the mid-1980s Michelin could look back on a long history of both technical innovation and clever salesmanship. For instance, the company had developed the tubeless tire and the radial and, to publicize its products, had also pioneered the use of car races and guide books with travel...