In November 2020, after an intense exchange with the industry, Koelnmesse had to cancel ProSweets Cologne 2021 with deep regret due to the Corona pandemic. The trade fair team has launched an extensive, industry-oriented product and trend campaign to give exhibitors and partners of the trade fair the opportunity to report about relevant specialized topics and trends in the scope of ProSweets Cologne, even without a physical event. The preparations for the next edition of ProSweets Cologne, which is scheduled from 30.01. to 02.02.2022, are also in full swing.
Running over the course of several months, the campaign will comprise a combination between a wide range 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.
Oliver Frese, Chief Operating Officer of Koelnmesse GmbH, explains: “ProSweets Cologne is not only a business and networking meeting point, but also the central platform for the trends of the industry. In the scope of the 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 snacks industries”.
Parallel to the topic and trend campaign, the preparations for ProSweets Cologne 2022 are in full swing. The event is planned in a hybrid format. Based on a digital platform developed by Koelnmesse, ProSweets Cologne 2022 will thus also offer new digital formats for exhibitors and visitors in addition to the physical presence.
The platform is “state of the art” and offers the exhibitors for instance 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. Furthermore, content on products and companies can be presented in digital panels or conferences to a circle of interested parties 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 thus also provides support in addressing new visitor target groups and shall continue to enhance the offer of ProSweets Cologne long-term well beyond 2022.