How Michelin brand did the brand sell tires in a country with no cars? Check out three big-brand content marketing examples that show the power of great content. Discover how Michelin marketing strategy turned that bold idea into a global success.
1. Michelin brand
2. Guinness
3. Pirelli
1. Michelin brand
Before 1900, there were only 3,000 cars in France. At that time, brothers Andre Michelin and Édouard Michelin decided to start a tire company that sold Michelin tires.[1] Sound like a recipe for failure? Probably many people thought so, as how do you sell tires to people who don’t need them?
It’s been 120 years, and the global leader is recognized around the world. In 2018 alone it posted 2.775 billion euros in profit, and that continues to grow year after year.[2]
The Michelin brothers used content marketing strategy at a time when no one had heard of content marketing.
How Michelin implemented content marketing in the early 20th century?
In 1900, Michelin launched a book called “The Michelin Guide”.
The idea was simple.
The more people who bought passenger cars, the more tires the company would sell. So they needed to show the French that buying cars made sense and that using the new invention would be easy and pleasant.
That is why the “Guide” included information for drivers on the location of garages, hotels, hospitals and other places that could be useful to travelers on the road.
Michelin printed 35,000 copies of the first edition. The “Guide” was 400 pages and was given away for free.[1]
In those days there was no Internet or Google maps, so such a handy guide was useful for motorists.
One day, the brothers found that in some workshops the workers stacked the guidebooks on top of each other and used them as tables.
The Michelin brothers then realized that they wanted their Michelin Guide to not only be useful, but to become an object of desire and value.
The first edition of the Michelin brand “Guide,” a cornerstone of the Michelin marketing strategy, was published in 1900 in 35 000 copies. Source: LINK
How the development of most popular content and the introduction of fees helped Michelin grow?
In 1920, Michelin made changes to the guide that would make it a brand in its own right.
The brothers realized that people don’t value what they get for free.
They stopped all tire ads and the company began to charge for the guide.
They focused on high quality dining experiences so that people would want to have the guide.
It turned out that travelers valued the section with recommendations of restaurants the most.
This restaurant section of the guidebook was expanded, and Michelin quickly gained a reputation as the most reliable source of information on where to eat.
Michelin’s dedication to gastronomy began a century ago and reshaped how the automotive industry builds loyalty. In 1926, the company sent anonymous inspectors to rate restaurant food and service. At first, they awarded just one star. This bold step, a hallmark of the Michelin marketing strategy, quickly lifted the guide’s popularity.
In 1931 a Michelin star rating system was introduced, with three stars given to restaurants of the highest world standard. This revolutionary culinary excellence recognition became the foundation for fine dining culture that we know today. Receiving a Michelin star was valued by the culinary world and people who dined out.
People were lining up to get their guidebooks and wanted to travel to distant places to eat at the restaurants recommended in the guide, and for this they needed cars.
The company not only increased brand recognition and sold more tires, but also promoted a new independent product that has become a brand in its own right. From the day of its launch to today, 30 million copies of the “Michelin Guide” have been sold. And almost 100 years after the star system was created, it is the most prestigious award a restaurant can receive.[1] This lasting success perfectly illustrates how the Michelin marketing strategy transformed a simple guidebook into a global symbol of culinary excellence.
Michelin was founded by brothers André (right) and Édouard (left) Michelin. From the beginning, the michelin marketing strategy focused on pairing the brand with recommendations of restaurants or places to stay, helping it stand out from the competition. Source: LINK
2. Guinness
How to get customers by bringing content marketing to bars?
Another example of brilliant content marketing from the past is the Irish company Guinness.
In 1951, Guinness director Hugh Beaver debated whether the golden plover or the grouse was faster.[3] He found no quick answer, so the debate stalled. That sparked a question: how many similar disputes go unresolved in bars across Ireland and beyond?
Beaver hired two London scholars to gather oddities and records into one list. That seed grew into the Guinness Book of World Records.
The first edition was published in 1954. One thousand copies were printed and distributed for free to Irish pubs.
A year later the book was published by one of the largest publishers in the UK. It quickly became a bestseller and by the end of 1955 had sold out.
Since then it has grown into a worldwide phenomenon. Interestingly, it has broken its own record – it is the best‑selling copyrighted book in the world.[4] The brewery is less linked to it today, yet the book still turned Guinness into a global powerhouse.
Guinness’ strength was understanding what their customer needed – the ability to talk about interesting issues at the bar.
Ross and Norris McWhirter, the academics who were commissioned by Hugh Beaver, founder of Guinness Breweries, to collect and collate interesting facts and world records in one place in the form of a book. Source: LINK
What made Guinness’s strategy particularly effective was how they transformed their business from selling just beverages to becoming a cultural institution. The company understood that car enthusiasts, sports fans, and people from all walks of life would engage with record-breaking content. This diverse range of topics ensured their brand identity reached every corner of society.
The Guinness Book of World records – from pub curiosity to global promotional tool
Guinness quickly realized they had created something far beyond ordinary marketing materials.
The book became a genuine promotional tool that attracted media attention worldwide.
When tv commercials started featuring record holders and various organizations wanted to gain insights into human achievement, the Irish brewery already had its content empire. It turned out that exceptional quality content can build brand loyalty for decades. A simple beer company transformed into a global authority on human accomplishment.
Can you break away from the beaten patterns of previous assumptions? Of course you can, and Guinness is a best example of this!
3. Pirelli
Content marketing with class by Pirelli
How to stand out as a company can be learned from Pirelli, another brand on our list that has masterfully used content marketing.
In 1963, Pirelli published a calendar with naked women – “The Cal”. There were many such calendars back then, as almost all construction and car companies were publishing calendars. It was hard to get space on the wall of a car repair shop but Pirelli stands by its vision.
The photo shoots were organized with splendor, not in dingy garages, but in the most exotic corners of the world. Pirelli employed the best art directors and the most famous models in the world. In addition, the company relied on top photographers and was willing to make bold decisions.
For example, in 1972 they hired photographer Sarah Moon. Today we don’t see anything shocking with hiring a woman photographer, but in 1972 this was not the norm. A woman could stand in front of, but not behind the camera.[5]
Years passed, and people began to appreciate the artistic photos on the pages of the Pirelli calendar. Pirelli, like Michelin, knew that people did not appreciate what was too readily available and that’s why the calendar was impossible to buy, except second-hand.
Only 20,000 lucky people around the world received the calendar, including Queen Elizabeth II.[6]
As a result, even before the calendar is released, it is talked about all over the world. Photographers and models vie for the opportunity to take part in its next edition, and the iconic mascot and Michelin Man might even appear in jest among industry insiders.
Pirelli stood out from the competition by organizing the photo shoots with glamour – not in dingy auto repair shops, but in an artistic, original way, involving the world’s best photographers. Photo: card from “The Cal” 50th anniversary calendar, © Pirelli Calendar 2014, Helmut Newton
Sometimes an elegant book on a wall does the job better than a fleet of online banners
Few brands blend horsepower with high fashion as smoothly as Pirelli. Its glossy calendar, released only to a select few, became a status symbol admired equally by collectors and petrolheads. Decade after decade, the project reminded the market that real loyalty grows from memorable experiences.
It’s hard to do good content marketing without understanding your customer’s needs
All three of these content projects couldn’t be successful without a deep understanding of the target market. Sometimes, even when we know those needs, it’s not easy to hit the exact format that customers want.
Sometimes you must stray — like the Michelin Guide, which became a hit only after its paid, restaurant‑focused edition. Later, Michelin used influencer campaigns and mobile apps to share engaging tips on tire safety, fuel efficiency, and sustainability.
It’s a path worth pursuing.
As Édouard Michelin summed it up:
“If you advertise to lie to people, you will bring your company to ruin. But if you advertise to give people the truth and specific information, it will bring you success.
I discovered many years ago that explaining to a person how best to use a tire and making him want to use it is much better than trying to convince him that your tire is the best in the world. If you believe your tire is the best, let the customer find out for himself.”[7]
Michelin marketing strategy in our reality – what lessons can we learn from these strategies?
The journeys of Michelin, Guinness, and Pirelli show just how far smart storytelling can take a brand. Their success speaks to any modern business trying to stay memorable online:
focus on clear principles,
craft content people actually care about,
and you’ll stand out, even in the noisy, fast-moving world of social media.
- First and foremost, the “free doesn’t work” principle remains crucial.
Michelin discovered that people don’t value what they receive for free. They had to start charging for their guide to make it desirable. This lesson applies to modern promotional tools and marketing materials.
Companies offering exceptional quality products or services should position them as premium offerings rather than commodities.
Are your audiences car enthusiasts craving high performance products? Or perhaps reaching sports cars owners through racing events? Exclusivity makes them want more.
- Second, successful content marketing strategy requires understanding that your customer needs to feel special and part of an exclusive group.
Exclusivity begets desire. Pirelli understood this when it shipped only 20,000 calendars to an invite-only list, transforming a simple giveaway into a status symbol. The lesson scales easily. From fine-dining experiences to high-performance automotive reveals.
Limit who gets in, and everyone else will want to join.
- Third, these brands understood the importance of creating brand identity that goes beyond being just a mascot or simple promotional tool.
Instead of focusing solely on tires, the michelin marketing strategy helped Michelin build authority in the culinary world, Guinness became the guardian of records, and Pirelli transformed into an art curator. Today, every company should ask itself:
What position can we gain beyond our core product?
And how can we combine TV campaigns, digital marketing, and social media to present ourselves as experts in new areas?
- Finally, these companies proved that multi brand strategy and diverse range approaches work when executed thoughtfully.
They didn’t stick to just their core products (tires or beer) but built full ecosystems around lifestyle, culture, and experiences. Today’s businesses should think about expanding their target market by creating educational, interactive, and engaging content that appeals to a broader audience.
Why are we writing about this at Explain Visually?
The Michelin, Guinness, and Pirelli case studies great illustrate our core philosophy:
Exceptional content marketing isn’t about creating more marketing materials – it’s about crafting stories that create genuine value for your target market.
Just as Michelin built its guide to genuinely help drivers, we help companies uncover their customers’ real needs and craft visual content that truly meets them. Our method is education through design . We enhance your authority while organically boosting brand recognition.
Thanks to our experience in multi-brand strategy, we know how to maintain a consistent brand identity, whether you are:
launching various campaigns,
developing mobile apps,
preparing for significant company changes,
needing live-recorder graphics for a conference.
At Explain Visually, we know how to ensure that brand identity remains consistent while effectively reaching each segment of your target market. Be sure to check out our Case Study and portfolio on YouTube.
Bibliography
[1] “The Michelin Guide”‘s history: https://guide.michelin.com/pl/en/about-us
[2] Michelin’s finances: https://www.swiatopon.info/artykuly/michelin-publikuje-wyniki-finansowe-za-rok-2018,68488
[3] Hugh Beaver: https://en.wikipedia.org/wiki/Hugh_Beaver
[4] “The Guinness Book of World Records”‘ history: https://www.guinnessworldrecords.com/about-us/our-history/
[5] History of „The Cal””: https://pirellicalendar.pirelli.com/en/the-three-eras-of-the-cal
[6] “The Cal” not for everyone: https://viva.pl/moda/viva-moda/historia-kalendarza-pirelli-jak-kalendarz-z-polnagimi-modelkami-stal-sie-instytucja-swiata-fotografii-i-mody-31867-r3/
[7] „The Magazine of Business”, April 1922, n. 41, 446
