In September 2000, Lipton Brisk approached digital@jwt with the task of redesigning its exisiting Lipton Brisk website. The purpose of this assignment was to introduce a new look and feel that was synergistic with the offline advertising and to transition the site to become a communications hub for other Brisk promotions across the web. Additionally, the site needed to employ new technology and improved architecture to create a more flexible platform, which could be leveraged in 2001 and beyond.The finished product, was an eye-catching, visual tour-de-force, that combined a unique hybrid flash/html design. To date, the response to the redesigned site has been overwhelming. Lipton Brisk has seen substantial increases in traffic (UVs and return users) as well as an increase in time spent on the site (user sessions). liptonbrisk.com is an excellent example of modern web desgn techniques applied to a traditional package goods brand.