using a plugin twice?

I've a feeling I know the answer at this point, but:

Is it possible to use the same plugin twice in the same maven session? E.g.
if I want to use maven-assembly-plugin to create two different assemblies?
Or if I wanted the maven-shade-plugin to create a zip and a tarball but with
slightly different contents? Or is this another case of "just use two poms"?

Best regards,

Richard