Koro offers vegan bars via Deutsche Bahn – and forgets the logo
Food manufacturer Koro has recently been offering a vegan oat bar on Deutsche Bahn trains. The cooperation should actually have marketing advantages for both sides. However, the Berlin start-up forgot an important detail when producing the packaging: its logo.
At the beginning of March 2023, food manufacturer Koro announced in an official communicationthat Deutsche Bahn intends to offer a vegan oat bar from the company in its on-board bistro in the future.
In mid-May 2023, the company then posted a humorous one Instagram reel entitled “Story-Time: The Koro Logo Fail”. Because when working with Deutsche Bahn, the Berlin online drugstore made a blatant mistake.
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Koro: Vegan bar for Deutsche Bahn a marketing failure
“We had a real failure and nobody noticed it”: This is how Koro’s Instagram video begins. The company put a vegan bar on Deutsche Bahn trains to spice up the range.
“So the bar makes it into the on-board bistro, the press writes about it, there’s even a photo shoot,” the reel continues. But it was only when Koro himself looked at the Deutsche Bahn menu card and looked at the product photos that they noticed the mistake: the logo was missing on the bar.
Food manufacturer forgets logo on packaging
“First of all, we instinctively blamed Deutsche Bahn,” admits the Berlin online drugstore in the Insta-Post. But they quickly realized: “But they had nothing to do with it.”
“Long Story Short”: The logo got lost somewhere in the design process of the packaging. In addition, the error was not noticed by twelve people who checked the design.
Karo at Deutsche Bahn: Instagram post as a guerrilla action
With the Instagram reel, Koro now apparently wants to make up for the marketing fail by making fun of his mistake himself. Under the video, the company writes: “Well, just so you know. If you eat a really tasty no-name oat bar on the Deutsche Bahn: it’s from us!!!!!1!”
The company is turning the marketing failure at Deutsche Bahn into a guerrilla campaign. After all, anyone who knows Koro can connect the bar and the company based on the packaging design.
And the marketing team of the Berlin food retailer will certainly play it safe with the next production upswing that the logo really does appear on the packaging.
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