The 1898 poster showed him offering the toast Nunc est bibendum ("Cheers!" or "Now is the time to drink" in Latin), to his scrawny competitors with a glass full of road hazards, with the title and the tag C'est à dire: À votre santé. Le pneu Michelin boit l'obstacle ("That is to say, to your health: The Michelin tyre drinks up obstacles"). It is unclear when the word "Bibendum" came to be the name of the character himself. At the latest, it was in 1908, when Michelin commissioned Curnonsky to write a newspaper column signed "Bibendum".
http://en.wikipedia.org/wiki/Michelin#Bibendum
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