Maine Lottery halts 'provocative' marketing plan
The Maine State Lottery has scuttled a plan to rebrand some of its instant scratch tickets as "Kwikies," a word some vendors said was uncomfortably close to slang term for a brief sexual encounter.
The Maine Bureau of Alcoholic Beverages and Lottery announced in a press release Monday that it would forgo the rebranding effort in response to feedback it had received.
The Bangor Daily News reported that some store owners felt the "Kwikie" name was inappropriate and that they or their employees would not feel comfortable selling scratch tickets under that name.
Those tickets make up roughly two-thirds of the state's lottery business, according to Gerry Reid, director of the state's alcohol and lottery bureau.
The bureau told the paper that radio and television advertisements for the new rebranding campaign had already been produced but not yet aired.
The bureau also said it considered about 50-60 names before deciding on Kwikies.
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