ID Society Creates Web Site for Hills Bros.
NEW YORK, NY, June 12, 2006 ID Society, an award-winning strategic, interactive design and marketing agency, today announces the launch of www.hillsbros.com, which supports the entire Hills Bros.® brand online for the first time. Hills Bros., a brand known for its coffee and cappuccino instant drink mix, was formerly under the collective Sara Lee Coffee & Tea division, until its recent purchase by Massimo Zanetti Beverage USA, a privately owned coffee company with headquarters in Bologna, Italy.
The indulgent new site marries the rich history and familiarity of the coffee brand with an updated look to acquire and retain a younger cappuccino audience. Hillsbros.com offers a seamless online experience featuring information on each coffee blend and cappuccino flavor, a store locator, preparation tips, company history and recipes that users can engage with in a real way.
“A key design point was to ensure that consumers would continue to recognize the familiar Hills Bros. brand, while providing easy navigation to facilitate site visitors’ ability to locate product in local retail outlets,” said Rahul Sabnis, creative director, ID Society. “We focus on relationships and empowering consumers to make a connection with the brand.”
Hillsbros.com serves to reinforce the relationship with consumers who have been loyal to the coffee brand for years, while expanding brand awareness of Hills Bros. to a new generation of coffee and cappuccino drinkers.
“The creative and strategic redesign of the Web site successfully showcases the brand’s rich and distinctive taste profile,” said Esperanza Carrion, Sr. Director of Marketing of Hills Bros. “We are very excited with the launch of the site as it provides a platform to create a forum with our core users, reach new ones, and allow them to be engaged with the many offerings of Hills Bros. An online presence maximizes our marketing efforts and brand initiatives.”
Hills Bros. expands ID Society’s high-profile roster of clients in the consumer packaged goods industry which includes companies from Giorgio Armani Cosmetics to Walkers Shortbread.
About ID Society
Founded in 1998, ID Society is an award-winning, interactive marketing and design agency whose clients include Diageo, L’Oreal, ABC Family Network and others. ID Society specializes in designing strategic online marketing programs that build loyalty and relationships while extending brands to new audiences. For more information, visit www.idsociety.com.