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Maxol - Refill & Refuel

Brand + Print + Environment

Maxol are Ireland’s foremost independent oil company and one of the largest family owned concerns in the country.

As part of their investment to expand and upgrade service stations nationwide, Maxol required a promotional drive to draw customers to their forecourts not only for fuel but also for the range of high quality food and beverage options now available inside.

Maxol commissioned Principle to create a brand and promotional solution.

Our brief was to create a brand name and concept to entice the motorist and communicate the food and beverage offering in Maxol service stations both from the street and on the forecourt and were allowed all potential forecourt real estate to promote the offering.

Our solution was “Refill & Refuel”. The name has double meaning - each R can meeting either the car or motorist’s consumption needs. We created a friendly brand mark in numerous enticing colour combinations, allowing it to complement various food situations and implying a wide variety in the range available.

Promotional opportunities were utilised on the forecourt with billboard, flag poles, gantries and in-store signage used to entice the customer to order a salad from the deli or simply a coffee and muffin for the road.

Maxol tested the promotion in two new forecourts in Limerick where it achieved strong resulting sales. It has since been rolled out to Maxol forecourts nationwide.