— FMCG

Moods (HLL Lifecare)

25,000+ monthly transactions with a 450% lift in average order value and return ratios cut 40% — by repositioning a 1966-era brand as the millennial "wingman."

The brief

Moods was perceived as a dated brand for an older demographic, in a category carrying deep social taboo, where purchases traditionally happened in physical stores for privacy. The task was to appeal to millennials without alienating legacy buyers.

What we saw

Change perception, normalise the conversation, and drive performance — three pillars at once. We positioned Moods as a modern, confident "wingman" with millennial humour and relatability through the "Playing It Right" narrative.

The work

We refreshed brand communication and tone, introduced product bundles with discreet packaging built for online buyers, and tuned the e-commerce experience to reduce friction and lift cart size. Affiliate networks, Google, and Facebook performance media drove acquisition, with retargeting and data-backed creative testing tracked continuously against order value and return-ratio goals.

The outcome