Red and white illustration of the state of Wisconsin with black text over it on a white background
In 1985, Wisconsin state Senator John Plewa proposed a contest to update the vehicle license plates issued by the state, saying "'Ugly and boring license plates should not be accepted as a fact of life.'' One of the five finalists in the constest was the image and slogan on this button: a red illustration of the state of Wisconsin with the words "We Like it Here".
Wisconsin Governor Anthony Earl suggested the slogan "Eat Cheese and Die", which was rejected by the selection committee. The ultimate winner was the slogan "America's Dairyland" featuring images of a sailboat and sunset, a farmhouse and flying geese. Although the slogan and image of this button did not make it onto Wisconsin license plates, it has been used on other memorabilia and souvenirs.
Source: Wisconsin's license plates won't say "eat cheese or die". - NYTimes.com. (December 8, 1985). Retrieved from http://www.nytimes.com/1985/12/08/us/wisconsin-s-license-plates-won-t-sa...