An interesting comparison of 2 different approaches to consumer communication on “ready to sell” packaging.
The Milka version probably reflects the effect of cost optimization by creating universal packaging, produced on a large scale. The Wawel version, on the other hand, is an approach focusing on maximizing brand communication at the point of sale, and is perhaps even a little too fragmented.
In addition, this is very important, with a very limited possibility of placing brand communication in retail chains. Of course, the final decisions are up to the producers and their balance between ATL and BTL communication.
If you'd like to download the high resolution photo click: photo1,photo2
