Alongside the “CONAI. Da cosa rinasce cosa” TV campaign (“From one thing, another is reborn”), a press campaign was developed and used until 2015, presented in a business‑focused format for EPR Organisation Member companies and opinion leaders. Its objective was to highlight the value of the CONAI system in terms of guidance and support for companies in the sustainable management of packaging recovery. The campaign was planned across the economic pages of major Italian newspapers and news magazines, and on the iPad.

The aim of the campaign, titled “Gemelli” (“Twins”), was to consolidate awareness of CONAI’s mission to ensure the recycling and recovery of packaging waste across Italy. It reinforced the perception of CONAI as a partner to companies and built awareness of CONAI’s commitment to supporting them. The campaign conveyed the concept of “partnership” by reinterpreting the idea of the alter ego in a business context: CONAI was “personified” as a twin standing beside managers and entrepreneurs – their alter ego – offering them, for 15 years, advice and support in the increasingly sustainable management of recycling and recovery of packaging.