| Title | Lead Us Into Temptation |
| Agency |
McCann London
|
| Campaign |
Lead Us Into Temptation
|
| Advertiser |
Greene King Brewery
|
| Brand |
Greene King Abbot Ale
|
| Posted | September 2000 |
| Product |
Greene King Abbot Ale
|
| Business Sector | Beers, Ciders, Lagers
|
| Tagline | Greene King Abbot Ale - Worshipped Since 1799 |
| Story | Witty, ecclesiastical puns, which place Abbott Ale on a pedestal and revere this premium real ale. |
| Philosophy | To inject some attitude into the brand to appeal to young ad-literate smooth bitter drinkers who are beginning to mature in their understanding of ale and are looking for beer which demonstrates their discernment and knowledge of real ales. Because the advertising played the brand's established and older consumer base. |
| Problem | Abbott Ale has been an enthusiasts beer, drunk by older, know ledgeable ale drinkers, drinkers who like Abbott Ale because of its established real ale credentials. Amongst the younger bitter drinkers it has had limited appeal and relevance compared to hybrid, cream and smooth ales. |
| Media Type |
Newspaper
|
| Market | United Kingdom |
| Creative Director |
Mike Court
|
| Copywriter |
Matt Crabtree
|
| Art Director |
Simon Hepton
|
| Agency Producer |
Jackie Wright
|
| Director of Photography (DOP) |
Alex Buckingham
|
| Production Company |
Design 36
|
