Maine lottery kills suggestive rebranding effort

The state gambled on a marketing ploy it hoped would help sell more tickets, but it doesn’t pay off. Plus, GE helps makes BuzzFeed more efficient, typography and brand voice, hipsters are so over Urban Outfitters, coffee-fueled cars, DIY PR tips, and more.

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Sex may sell, but in Maine, it looks like lottery buyers require a little foreplay. According to, when officials issued plans to rebrand scratch-offs under the name “Kwikies,” the only thing quick was the response from the state’s 1,300 ticket retailers.

WSCH 6 reports that Maine’s Bureau of Alcoholic Beverages and Lottery Operations hoped the marketing ploy would increase sales, yet customers and store clerks alike were made uncomfortable by the term’s sexual connotation. So much so, in fact, the bureau has dropped the effort. Said director Gerry Reid: “We had considered the risk. We were overly optimistic. Now we’ll move on.” Spokesman David Heidrich also added: “Some thought the name was sexual in nature. That was absolutely not the intent, to be provocative in any way.”

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