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To give exhibitors the opportunity to present the latest products and trends at ISM, even without a physical event, the trade fair team has launched an extensive new product and trend campaign.

Running over the course of several months, the campaign will comprise of a combination between a wide range of communication measures, such as webinars, specialised articles, interviews, press releases and presentations of new products. The offer is rounded off by a digital version of the New Product Showcase Award, which distinguishes the industry’s top innovations.

Oliver Frese, Chief Operating Officer of Koelnmesse GmbH, explained, said: “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. 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.”

Parallel to the campaign for new products and trends, the preparations for ISM 2022 are underway.

The event is planned in a hybrid format. Based on a digital platform developed by Koelnmesse, which was implemented at the European trade fair for digital marketing and advertising, DMEXCO 2020, ISM 2022 will also offer new digital formats for exhibitors and visitors in addition to the physical presence.

The platform is “state of the art”, according to show organisers, and offers the exhibitors the possibility 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. beyond 2022.


*In November 2020, after an intense exchange with the industry, Koelnmesse cancelled the on-site edition of ISM 2021 due to the COVID-19 pandemic. The preparations for the next edition of ISM, which is scheduled from 30 January to 2 February 2022, are also in full swing.

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