Livorno, 6 June 2025 – Laviosa S.p.A. (‘Laviosa’ or the ‘Company’), a leading company in the extraction and processing of bentonites into high value-added solutions for industry and consumer goods, announces the launch of the first multi-channel advertising campaign dedicated to Lindocat Pro Natura, the upcycled plant-based cat litter made from waste materials that are reused to create new valuable products. Traditional recycling tends to reduce the value of materials, converting them into lower quality raw materials; upcycling, on the other hand, enhances waste through creative reuse, transforming it into objects of superior quality and utility, without destroying the original material.

The campaign has been on air since May on Spotify, YouTube and Mediaset Premium, and marks an important step in the company’s communication strategy, which has always aimed to enhance its commitment to sustainability and innovation.

Adiacent S.p.A. Società Benefit oversaw the launch of the new Lindocat Pro Natura with an integrated, multi-channel advertising campaign on Spotify, Mediaset and YouTube. Each platform was chosen to best enhance the content and reach specific, tailor-made targets. At the heart of the concept is upcycling, a principle that describes the ability to transform waste into new, high-value resources without compromising their original quality. This message ties in with the identity of the product, a plant-based litter that is the result of a virtuous recovery process and is presented as an ecological and conscious choice. The insight “In nature, everything comes back” gives shape and substance to this vision, guiding the entire narrative of the campaign and creatively translating the values of circularity and respect for the environment.

The campaign, planned with a careful targeting and segmentation strategy, will run throughout May and June.