Each series of Commercials advertising the same product is an Alternate Universe to the ones advertising different products.
This is why Wilkins is so obsessed with Wilkins Coffee in one installment only to seemingly change his mind for Community Coffee in the next: It's not the same Wilkins. For example, in one Universe Wilkins repeatedly shanks and shoots Wontkins for not liking Wilkins Coffee, in another he does it for not liking Community Coffee, in another it's for not liking Taystee Bread, etc. Henson's ads showing the same or similar skits being performed by completely different characters, such as the ones for Kern's Bread, may also be a part of this multiverse. Wilkins did 9/11
This is why the World Trade Center is still standing in "It's a Very Merry Muppet Christmas Movie" when Kermit is shown what it would be like if he was never born, as he is the child of Kermit and Miss Piggy. Wontkins is a masochist
Why else would he constantly refuse to drink the coffee in spite of the consequences?