April 2026: ‘Luxury Litter Trays’ is an unexpected new campaign from the Mars brand CATSAN™, with the support of adam&eve\TBWA.
Designed to dramatise the cat litter’s 99% odour control* claim, the campaign puts the product to an extreme test – transforming high end accessories and luxurious fashion items into litter trays to prove that with CATSAN™ odour is absorbed before it can infiltrate the home and belongings.
The campaign unfolds across print, OOH and social, with influencer-led activations:
· A stylish print and out of home campaign features iconic luxurious objects repurposed as litter trays, including suitcases, a designer chair and statement handbag. Each execution reinforces the same message: when odour is truly absorbed, luxurious items remain untouched.
· The print and OOH campaign was shot by acclaimed fashion photographer Sophia Cliffe in the style of a high-end editorial and appears across Paris including down the Avenue des Champs-Élysées, right at the heart of the city’s fashion district.
· Across social platforms, renowned French influencer and pet parent Paola Locatelli was set a challenge by CATSAN™; they sent a luxurious handbag to Paola and rather than styling the bag for the front row, she brought the creative concept to life by transforming it into a litter tray. Filled with CATSAN™ and used by her cat, the bag became the ultimate proof point. Would any trace of odour remain? To conclude the activation, Paola carried out a simple “sniff test” in the streets of Paris with the handbag after it had been used as a litter tray, checking whether any odour was perceptible – it was not.
· To further tap into fashion culture, CATSAN™ has partnered with a collective of influencers for exclusive, luxurious unboxings. Each receives a package that looks suspiciously like a high-end designer handbag, complete with dust bag and immaculate detailing. But inside, instead of a coveted bag, they discover something even more practical: cat litter.
· In a final playful twist, models and influencers are finishing their looks with an entirely unexpected accessory, bags of CATSAN™. By blending into the aesthetic of city, the brand inserts itself directly into one of the world’s most luxe events.
Fernanda Berti, CATSAN™ European Brand Manager, Mars says: “Cat litter has rarely been advertised, after all, toilets and cat pee aren’t exactly glamorous. Our challenge was to justify CATSAN™ as a premium solution to a problem people don’t really want to talk about, shaking up a highly commoditized category, and making it impossible to ignore.”
Ant Nelson and Mike Sutherland, Chief Creative Officers, adam&eve\TBWA say: “Who’d have thought it? CATSAN™ and French glamour in the same sentence. A brave – and bonkers – idea, brilliantly brought to life.”
