Maxol
Maxol off-licence needed a campaign that would position its stores as a convenient, trusted destination for customers looking to pick up wine, beer or spirits for any occasion – from a quiet evening in to a celebration with friends and family.
The idea, #PickThePerfectPour, was developed to capture that moment of choice. Whether customers were planning ahead or making a quick impulse purchase, the campaign encouraged them to find the right drink for the right occasion.
The concept was designed to be flexible, allowing Maxol to communicate everyday off-licence messaging while also adapting to seasonal retail moments such as Mother’s Day and St. Patrick’s Day. This gave the campaign a clear central thought, while still allowing each occasion to have its own tone, personality and visual treatment.
Mother’s Day
For Mother’s Day, Maxol needed a route that would appeal to last-minute shoppers looking for a simple but thoughtful gift.
Rather than relying on the usual clichés of chocolates and flowers, the campaign positioned wine as a more grown-up and giftable alternative. The tone was cheeky and conversational, built around sibling rivalry, “Mum’s favourite” status and the pressure to get the day right.
Soft pink tones, gift-style graphics and bespoke Mother’s Day wine labelling helped turn a simple bottle into a seasonal gift idea, supported across posters, bottle tags, wine bags, banners and in-store display pieces.
St. Patrick’s Day
For St. Patrick’s Day, the campaign gave Maxol a playful and timely way to connect with customers during one of Ireland’s busiest social weekends.
Using familiar seasonal cues such as green tones, shamrocks, rainbows and Irish spirits, the work tapped into the energy of the holiday while keeping the tone witty, light-hearted and responsible.
The messaging was designed to work at speed in-store and on the forecourt, encouraging impulse purchase while reinforcing Maxol off-licence as a handy and trusted choice for St. Patrick’s Day drinks.
