Headline: Man wants 'Eat Cheese Or Die' as state slogan
by the Associated Press
"Eat Cheese Or Die," the slogan humorously coined in Gov. Anthony Earl's office for Wisconsin's new license plates, should become a state tourism pitch, says a man who had a trademark on the words.
Self-described Madison entrepreneur Dennis DeNure said he had asked Earl to ask the state Tourism Office to dump the "Escape to Wisconsin" slogan in favor of "Eat Cheese Or Die."
"I don't know who came up with the slogan…but I do know it's a popular slogan," DeNure said in a statement.
"I took the words out of the public domain and trademarked them for use on T-shirts, buttons, stickers, etc. I now give the words back to the public domain so the state can dispense free Eat Cheese or Die bumper stickers," he added.
In a letter to DeNure, Earl thanked him for "the fair warning about the impending and powerful grass-roots movement" to make the slogan the official bumper sticker for Wisconsin.
"I appreciate being notified in advance when bumper sticker revolutions are astir," Earl said.
DeNure said he was motivated by how many people appreciated the slogan's humor, his belief that a "significant number of Wisconsinites" supported the slogan and the fact the slogan is controversial.
"Not everybody likes it, but it does get people talking, thinking and debating and I believe that is good for the mental health of Wisconsin," he said.
Earl gave no encouragement to DeNure, but recounted the slogan's origins.
The governor said a staff member helping him with correspondence in 1984 came up with the slogan while responding to a citizen complaint about Wisconsin's yellow and black license plates.
The slogan was mentioned as a replacement when Wisconsin's new license plates were under development.