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.

1 exposition, 3 brands?

While multi-brand expositions sometimes occur, in this particular situation shoppers saw the end of 3 different promotions located on 1 cardboard stand. Even worse, the Bahlsen stand was supposed to support 2 limited edition SKUs, which can be seen at the communication level (very interestingly).

A promotional exposition like many others - there is a product, there is POSM, but the communication to the client is barely visible.

Also, while walking along the aisles, the shopper will only see white surfaces.

Either the stand has been installed inside out and what was supposed to have been communicated from afar was left inside, or the idea was as can be seen, but the communication has been placed too low and is covered by the product.

Building an effective promotional message at the point of sale is a huge challenge.

It often turns out that the simplest solutions can be very effective.

The introduction of a manufacturer-branded beer fridge in the largest discount chain is a huge success.

This is probably a project designed for shops located in tourist destinations. However, even such a great success requires additional supervision to ensure its effectiveness.