Pete's Brewing, Spencer Gifts Tap Underworld Film

Pete's Brewing Co. and Spencer Gifts are diving into a promotion for Sony Picture's Underworld. The film, starring Kate Beckinsale, opens Sept. 19.

Starting Aug. 18, P-O-P materials plugging Pete's Awaken Your Wicked Taste in the Underworld hits bars and stores with counter cards and tear pads offering 20% discounts on merchandise at Spencer Gifts and Spirit Halloween stores.

Consumers can also enter a sweepstakes dangling the leather jacket that Beckinsale wore in the film at www.peteswicked.com and www.spencergifts.com through October. Runner-up prizes will include Pete's Wicked Ale and Underworld licensed merchandise, as well as Spencer Gifts gift cards

Spencer Gifts and Spirit Halloween Superstores 750 locations have developed a variety of in-store merchandising, including employee lanyards and Underworld newspapers to be used as bag stuffers. A direct-mail campaign to Spencers' Wild 'N' Crazy loyalty club members supports.