As Irish poet Brendan Behan once said (oft-repeated sans attribution), "There is no such thing as bad publicity except your own obituary" and Dough Girl seems far from dead.
Though we know of no Grubman Power giRls at the aid Dough Girl owner Tami Cromar, she's turned her David v. Goliath battle against megalocorp. to keep the name of her company intact into this week's flavor with the national media.
Cromar says it was her customers/concerned SLC residents who rallied to her aid ("a few local SLC fans said 'this isn't fair' and took it to the streets") when General Mills Inc., which owns the Pillsbury, told her to stop using the name because it believes My Dough Girl diminishes the value of its trademark Doughboy figure.
"We probably won't change our name until February of 2011 and we will transition and be complete by June of 2011," Cromar said, "unless they pull back because everyone on the 'planet' (sic) is writing, reading, and talking about it."
You ain't kiddin' sister:
"Today we had calls from Associated Press NY and Chicago, as well as three media outlets from (Golden Valley, Minnesota - GM HQ)," she said. "Our story is being tracked in 15 countries and has been translated into French. We get calls and emails from Asia, UK, Autralia, New Zealand, Korea, Canada, etc. everyday."
That 'etc.' includes MSNBC, Fox News, CNN, ABC - can you say media darling?
Cromar said she doesn't have the money to fight the world's sixth-largest food company, which had global sales of nearly $16 billion in '09. She started Dough Girl in '08 by cashing out $10k from her IRA and claims she did about $100k in sales last year putting everything back into the business.
"Rather than be broke and homeless I'd rather just be creative and bake cookies," she told the AP. "I don't have the power to fight."
Pillsbury has its own version as to why Cromar can't continue status quo:
"It was necessary, but unfortunate, because the business involved - My Dough Girl -was small," the company said in a statement. "But the application was for categories in which we operate, including cookies and refrigerated dough products nationally. We needed to protect our trademarks - and we did."
Meantime, Cromar keeps cranking out cookies with a crazy sense of urgency as she waits for the OK from the U.S. Patent and Trademark Office on her applications for a couple potential new names - which, for now, are under wraps.
Our advice: Get down to 770 South 300 West for a box of Margos (our fave) and, to paraphrase a quote from another famous Bard, "A (cookie) by any other name would (taste) just as sweet."