Organizers for ProSweets Cologne say preparations for the 2022 event are underway, but in the meantime, they’re launching a new digital product and trend campaign.

Koelnmesse canceled plans for the 2021 in-person ISM in November 2020, citing the ongoing COVID-19 pandemic. The new campaign is designed to give exhibitors the opportunity to report on relevant specialized themes and trends in the scope of ProSweets Cologne

The preparations for the next edition of ProSweets Cologne, which is scheduled from 30.01.-02.02.2022, are also in full swing. 

Running over the course of several months, the campaign will feature a combination of communication measures, such as webinars, specialized articles, interviews, video content and press releases. The campaign is being supported by the German Agricultural Association (DLG), Innova Market Insights and Euromonitor as well as by the packaging specialists, Pacoon and Syndicate. 

"ProSweets Cologne is not only a business and networking meeting point, but also the central platform for the trends of the industry,” says Koelnmesse GmbH COO Oliver Frese. “In the scope of the ProSweets Cologne campaign, we are continuing to offer our customers the possibility of informing themselves about the current topics of the suppliers for sweets and snacks despite the fact that a physical event is not being staged on-site. In this way, hand in hand with the new products and trend campaign of ISM, we are covering the entire value chain of the sweets and snack industry.”

Meanwhile, next year’s ProSweets Cologne, set to be staged parallel to ISM from Jan. 30-Feb. 2022, is planned in a hybrid format. Based on a digital platform developed by Koelnmesse, which was already successfully implemented at the largest European trade fair for digital marketing and advertising, DMEXCO 2020, ProSweets Cologne 2022 will also offer new digital formats for exhibitors and visitors in addition to the physical presence. 

The platform allows exhibitors to present their products as photo and text information within the digital exhibitor showroom and additionally increase the attention their company attracts by embedding video content. Furthermore, content on products and companies can be presented in digital panels or conferences and addressed in greater depth via special networking functions in chats or digital meetings. In addition to a large number of further tools, the platform also provides support in addressing new visitor target groups and will continue to enhance the offer of ProSweets Cologne beyond 2022.