HELL ICE COFFEE

HELL ICE COFFEE is HELL Energy's premium iced coffee brand. Milcomp operates the international brand site.

The challenge

For an international FMCG brand the website is first of all a marketing instrument: it has to change quickly, follow campaigns, and appear in many markets at once. If every small copy change needs a developer, the marketing team routes around the system.

The other difficulty is the number of languages. This is not two or three markets: the site is available in fourteen language and regional variants, and every one of them has to be cross-referenced correctly for search engines, or Google shows the wrong version to the user.

The solution

A WordPress site with a visual editor, so that content and campaign changes can be made by marketing directly. Multilingual support comes from a dedicated translation layer that handles not only content but the theme's and plugins' strings too, and that produces the cross-references between language versions.

Contact form submissions do not all land in one mailbox: they are routed to the right sales or marketing area based on the language and the selected region.

Technology

WordPress with a visual page builder and its add-on set, WPML-based multilingual content and string translation. Search optimisation with Yoast SEO extended across the languages; a page cache and Cloudflare for delivery; automatic image compression; Wordfence to reduce the attack surface; error monitoring with Sentry; transactional e-mail over SMTP; and redirect management for pages that retire at the end of a campaign.

What to take from this

At fourteen language variants, translation is the smaller job. The hard part is that every variant must cross-reference the others correctly: if the language links are incomplete or not reciprocal, a search engine cannot decide which version to show and frequently picks the wrong one. This cannot be retrofitted onto a finished site - the translation layer has to produce it from the start.

The second: if marketing cannot change content on their own, they either do not change it or they go around the system. The price of a visual builder is a heavier page and more careful performance work - that is a deliberate trade, not an accident.