UNDERWORLD and Pete's Coffee


Pete`s Brewing Co. and Spencer Gifts teamed up for a promotion for Sony Picture`s UNDERWORLD which opened September 19, 2003. Starting Aug. 18, P-O-P materials plugging Pete`s “Awaken Your Wicked Taste in the UNDERWORLD” hit bars and stores with counter cards and tear pads offering 20% discounts on merchandise at Spencer Gifts and Spirit Halloween stores. Consumers could also enter a sweepstakes that dangled the leather jacket that Beckinsale wore in the film at and through October. Runner-up prizes included Pete`s Wicked Ale and UNDERWORLD licensed merchandise, as well as Spencer Gifts gift cards. Spencer Gifts and Spirit Halloween Superstores 750 locations also 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.

Partnership Opportunity:
Sony Pictures Entertainment
Pete's Coffee /CPG
August 3rd Quarter 2003
Promotional Elements:
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Companies Involved
Sony Pictures Entertainment

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