CATSAN elevates cat litter with high fashion ‘Luxury Litter Trays’ campaign

‘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:

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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.”