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.
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