Sex may sell, but in Maine, it looks like lottery buyers require a little foreplay. According to Heavy.com, 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.”