friends of Läderach

(2026)

for a premium swiss chocolate brand, it was pertinent that infuencer campaigns be as well-constructed and put-together as each piece of artisanal chocolate.

the aim wasn’t to work with every single local influencer. it was to align and to be associated with those that stood for the brand’s disctinct values of craftsmanship and artistry, while keeping up with modern creativity and innovation presented via each new launch, year-on-year of the legacy brand.

athena launched friends of Läderach upon joining the brand as a full-time employee in 2024. the idea was to position the brand as having multiple faces of artistry – with pillars in high-fashion, luxury art, performance, and everyday creativity. she pitched each brand ambassador to have a strong tie to the relevant pillars.

for a brand in retail – the ambassador partnership had to involve managing and placing these individuals as contributive and relevant to brick-and-mortar consumer journeys, too. prior to programme launch, she designed brand ambassador journeys for each selected individual, culminating in campaigns that would help convert for specific product, brand need, or enrich brand storytelling throughout the year.

each individual worked closely with athena to share their exclusive opportunities with the brand via a ‘friends of @Laderach.sg’ tag on their accounts – with no additional spend to the brand.

brand ambassadors were those who travelled for performances, walked in fashion weeks, or spoke at key events as highlighted artists – we would equip them with the indulgence they needed to fuel their projects, break world records, or for ordinary afternoons in where they were preparing to do the extraordinary. this reinforced Läderach’s messaging as a brand that weaves in its product into aspirational lifestyle of high-fliers and craftsmen.

this strategic approach to building and growing an influencer community has allowed the brand to diversify its alignment with craftsmen while increasing business revenue and product knowledge with its regional consumer base.

selected campaigns:

frischschoggi mini for the busy: natalie dau | yaung | paul foster

frischschoggi dubai – extended boutique experience: joshua hee