Anno Gogichadze on emotional storytelling and building meaningful connections with consumers

Some brands speak to consumers. Others become part of how people feel, remember and respond to the world around them.

Over the past few years, Georgian pharmaceutical company PSP has transformed its communication into something far beyond traditional pharmaceutical advertising. Through emotionally charged storytelling, socially resonant narratives and campaigns that sparked national conversation, the company has built a distinctive voice in the Georgian market – one rooted in empathy, care and human connection.

From the internationally awarded “Birds Never Forget to Fly” and “It’s a Girl”, PSP’s communication strategy has shown that even brands operating in highly functional categories can create culture-shaping narratives.

In recognition of its continued market leadership and consumer trust, PSP was once again named Georgia’s number one pharmaceutical brand and received the Golden Brand award in 2025.

In this interview, Anno Gogichadze, Marketing Director at PSP, speaks about the company’s evolving marketing philosophy, the power of emotionally driven communication, and why brands today must connect with people not only through services but also through shared values and experiences.

Q. PSP already has a strong brand image and a successful history spanning more than 30 years. As the company’s new marketing leader, how do you envision the next stage of the brand’s development and positioning?

A. PSP’s success story and the trust of its consumers are what make the brand strong today. At the same time, this creates an even greater responsibility toward development and customer care.

With a strong team’s commitment, PSP continues to evolve. This progress is reflected not only in communication but also in improving customer experience, implementing modern technologies, listening to consumers and responding to their needs and expectations.

Our goal is to make the connection with consumers even more meaningful, valuable and emotionally close.

Q. What are the key priorities of PSP’s 2026 marketing strategy? What is the main insight you have gained from observing Georgian consumers?

A. One of our main priorities is amplifying PSP’s authentic voice and crafting communication that is clear and genuinely relatable for consumers.

We recognise that society responds strongly to messages that reflect shared values and address significant social issues. That is why PSP’s communication strategy centres on authenticity and emotionally resonant themes that align with our brand’s identity and personality.

Ultimately, our goal is to build a closer relationship with consumers through honest and value-driven communication.

Q. PSP has become known for emotionally driven campaigns in recent years. How did this direction emerge and why is values-based communication important for a pharmaceutical brand?

A. Emotional and values-based communication always involves certain risks, especially in the pharmaceutical category, where communication has traditionally been more rational and functional.

However, we believe PSP’s identity goes beyond the role of a pharmacy. The brand plays an important role in people’s daily lives – it is associated with care, support and attention to human needs.

For us, it is important that every campaign idea is rooted in real human issues while also conveying compassion, social responsibility and authenticity. We carefully consider whether every message aligns with the brand’s values and remains consistent over time. Only then can the dialogue with audiences feel sincere and trustworthy.

Q. How do you choose themes that resonate with society while still organically fitting the brand?

A. The main criterion is relevance – the issue must be meaningful for society while also being naturally connected to the brand.

PSP can authentically speak about care, support and social responsibility because these themes are deeply connected to the brand’s identity and role in consumers’ lives.

A brand creates long-term value when it builds consistent relationships with audiences rather than engaging in one-time communication. Emotional connection and trust are formed through many factors working together – communication context, customer experience, brand values, and consistency over time.

That is what ultimately transforms a company into a genuinely loved brand.

Q. PSP has created several memorable video campaigns. Let’s begin with “Birds Never Forget to Fly.” How was the idea born and did you expect such a powerful response?

A. The campaign was created together with our partner agency, Playmakers, while preparing a campaign dedicated to Georgia’s Independence Day.

We wanted to speak about independence and freedom as deeply human and internal experiences. During that process, the idea emerged that freedom may temporarily be restricted, but the passion for it never disappears.

That is how the phrase “Birds Never Forget to Fly” became a metaphor for inner freedom.

We expected emotional engagement from audiences, but the campaign exceeded every expectation. It went on to win multiple Grand Prix awards and top honours at international festivals.

Q. “It’s a Girl” became one of PSP’s most emotional and socially charged campaigns, generating mixed reactions online. How do you evaluate its impact?

A. “It’s a Girl” addressed a highly important and emotionally difficult social issue.

I believe the campaign fulfilled its intention because it generated strong emotional reactions and opened space for public discussion. Like “Birds Never Forget to Fly,” the campaign received several awards at international festivals, and we consider it one of PSP’s most successful communication projects.

Q. Your 2026 New Year campaign, “The New Year Starts Now,” also resonated strongly with audiences. What defines a powerful New Year message for PSP?

A. The 2026 New Year campaign became a natural continuation of PSP’s year-long communication strategy.

Throughout the year, the brand addressed important issues — gender-related topics, inner freedom, resilience and the idea that life remains meaningful despite obstacles. With the New Year campaign, we wanted to emphasise that awakening, becoming more conscious and shaping the days ahead are all personal responsibilities.

The message, “The New Year Starts Now,” also conveys the idea that the New Year is not an ending, but a new beginning – a new chapter of life that is entirely in our hands, where every change is shaped by our everyday choices.

Q. PSP’s campaigns have received major international recognition. What has that meant for the company?

A. Campaigns such as “Birds Never Forget to Fly” and “It’s a Girl” have received multiple Grand Prix awards and major recognition at international festivals, including ADCE, Ad Black Sea, Clio Awards, EPICA, KIAF, Baku Flames and The One Show.

As a result, PSP ranked 18th among global brands in The One Club’s 2025 international creative rankings.

Q. Which campaign has been the most personally memorable for you and what did you learn from the experience?

A. “Birds Never Forget to Fly” was probably one of the most emotionally powerful and meaningful campaigns in the brand’s history.

Public response was sincere and intense. The message connected deeply and left a lasting impact. Notably, the phrase lives on – people use “Birds Never Forget to Fly” in various everyday contexts. This showed us how communication gains power when it truly resonates with emotions and collective experience.