Press release
New approach brings product science, claims and demonstrations together across consumer, retail, sales, R&D and creator audiences.
Klagenfurt, Austria, September 2026 - A product can have a great formulation, compelling science and a strong consumer benefit, yet still struggle to communicate that benefit beyond the people who developed it.
USP Demo Solutions believes consumers don't need more complicated explanations of claims. They need to see what those claims actually mean.
The Austrian demo creation specialist is introducing Omni Demo, a new approach to product demonstration built around one simple principle:
One story. Multiple demonstrations. All audiences.
Rather than developing individual demos for consumers, retailers, sales teams, influencers, R&D or internal stakeholders, Omni Demo starts with one central product truth and creates a connected demo system around it.
The same product science and claim can then be translated into the right demo for each audience, channel and situation.
For decades, product demos have often been developed as individual assets: a consumer demo for a launch, a video for social media, a sales tool for the commercial team or a presentation for an internal meeting.
USP's Omni Demo approach challenges that model.
“We have been creating demos for more than 20 years, and it has become increasingly clear that a great demo cannot be relevant in just one place,” says Diego Kanda-Diwidi, CEO of USP Demo Solutions.
The approach is designed to create consistency without creating repetition.
A single product truth can become a live demonstration in-store, a demo video for digital channels, a hands-on tool for sales, an influencer kit, an educational experience for healthcare professionals or an interactive activation for consumers.
The resulting demo is then designed to be repeatable across audiences and markets.
This is particularly relevant for global brands, where a successful product story may need to travel across countries, channels and teams without losing its meaning.
“The challenge is not simply to create a demo that looks impressive,” explains Kanda-Diwidi. “It has to be scientifically credible, easy to understand, repeatable and useful in the real world. If the demo only works once, for one person, in one room, it isn't doing enough for the brand.”
That philosophy reflects USP's longstanding focus on creating science-based demonstrations that translate complex product claims into something people can see, understand and believe.
Evolving from product claim to a complete demo ecosystem
Omni Demo can combine physical demonstrations, demo videos, sensory experiences, digital tools, educational formats, retail activations and creator experiences.
The objective is not to create more assets for the sake of it.
It is to make one product story work harder.
“Brands invest significant time and money developing products, claims and launch stories,” says Kanda-Diwidi. “We want to help them get more value from that investment.”
The launch of Omni Demo comes as brands increasingly need product stories that can work across physical and digital environments, from retail and events to social media, e-commerce and internal communications.
USP Demo Solutions sees this as a shift from individual demonstrations to connected demonstration ecosystems.
Its role is to work with R&D, innovation and marketing teams to identify what can genuinely be demonstrated, develop the proof and then determine how it can be deployed for different audiences.
The next chapter for USP Demo Solutions
USP Demo Solutions has spent more than two decades helping global consumer brands translate product science into demonstrations. Its work spans beauty, personal care, healthcare, home care, food and other consumer categories.
With Omni Demo, the company is taking that expertise into a broader role: helping brands build demonstration strategies around the entire product story rather than creating isolated demo assets.
“We are not moving away from what made USP successful,” concludes Kanda-Diwidi. “We are building on it. The demo is still at the heart of what we do. But now we are looking at the bigger picture: one product truth, demonstrated in the right way for every audience.”
One Story. Multiple Demonstrations. All Audiences.
That is Omni Demo.
About USP Demo Solutions
USP Indicator Solutions GmbH is an Austrian company specialising in the ideation, development and deployment of science-based product demonstration solutions. For more than 20 years, USP has worked with global consumer brands to translate complex product science and claims into tangible demonstrations, tools and experiences. The company is headquartered in Klagenfurt, Austria, and works with brands internationally. Visit www.usp.at.
Media contact
USP Indicator Solutions GmbH
Pharmaziegasse 5
9020 Klagenfurt am Wörthersee, Austria
+43 463 459040
info@usp.at