Organizers for ISM 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 present the latest products and trends at ISM without a physical event.

Running over the course of several months, the campaign will feature a range of communication measures, such as webinars, specialized articles, interviews, press releases and presentations of new products. The program is rounded off by a digital version of the New Product Showcase Award, which distinguishes the industry's top innovations.

"We know that the sweets and snacks industry works towards ISM every year to present its latest but also established products to an international audience,” said Koelnmesse COO Oliver Frese. “The ISM campaign allows us, in the absence of a physical event on-site, to carry on offering our customers a central platform for the sweets and snacks industry, where they can inform themselves about important themes or industry trends and present their innovations.

Meanwhile, next year’s ISM, slated for Jan. 30-Feb. 2022, is planned in a hybrid format. Based on a digital platform developed by Koelnmesse, which was already successfully implemented at DMEXCO 2020, ISM 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 number of tools, the platform also provides support in addressing new visitor target groups and will continue to enhance the offer of ISM long-term well beyond 2022.