When we talk about marketing in Mexico, it is impossible not to mention one of the country’s most iconic brands: Farmacias Similares. Their mascot, Dr. Simi, with his large mustache and white coat, has won the hearts of millions, making his image a part of Mexico’s cultural identity. Behind this success lies a masterful marketing strategy that has evolved over time, adapting to new media and creating innovative business models.
Its Origin and Cultural Connection through Hyperlocal Marketing
In 1997, public accountant and businessman Víctor González Torres founded Farmacias Similares with a clear mission: to offer generic medicines at affordable prices for Mexicans. In a country where healthcare is expensive, Farmacias Similares provided an accessible solution. Since then, it has expanded to over 6,000 locations across Mexico. Currently, Dr. Simi is also setting out to conquer Latin American markets. In 2005, Farmacias Similares expanded to Chile, where it now has 500 branches. This year, they opened four stores in Colombia under the brand “Droguerías del Dr. Simi“.
Dr. Simi, as a character, emerged a few years later to embody the company’s core values: accessibility, proximity, and trust. The true success of this mascot, however, came through its hyperlocal marketing strategy. In 2003, Dr. Simi began appearing outside pharmacies, and his impact was immediate. Dancing to the country’s most popular songs, including local hits, and donning unique costumes, he quickly caught everyone’s attention. His popularity grew so much that local “mascot dance” competitions were organized.
Emotional Impact through Social Responsibility
Dr. Simi’s popularity grew further thanks to Farmacias Similares‘ social programs. In the mid-90s, the company began supporting social causes, aiding vulnerable populations. With the introduction of Dr. Simi, he became a central figure in these social marketing campaigns, increasing his relevance among the public. One of the most memorable campaigns was in 2016, with the slogan “Because the Mexican people need accessible healthcare,” where Dr. Simi delivered medications to families in rural communities. This social marketing strategy has also solidified Dr. Simi’s reputation as the “doctor of the people.”
Thanks to the success of the Dr. Simi mascot, Farmacias Similares decided to start selling plush dolls in their stores. The company CINIA, which was already producing coats and uniforms for the employees, was tasked with making them. “Our first order was for 8,000 dolls in that first year, and now we deliver 8,000 dolls per week,” said Fernando Diez, Director of CINIA, in an interview with CNN en Español a few years ago.
Maximization and Adaptation to Social Media
Dr. Simi has skillfully adapted to digital trends, allowing the brand to create highly original content in various formats. Social media accounts dedicated specifically to Dr. Simi share content tailored to each platform. For example, on Facebook, memes feature the doctor in humorous situations. This interaction with the community has made Dr. Simi even more relevant and relatable.
Dr. Simi’s relevance has also been amplified by his fans in the digital world. Memes and WhatsApp stickers featuring the character are great examples of this. Most notably, Dr. Simi has thrived in short videos, with the mascot appearing in humorous situations and following current trends. His success is so significant that the official Dr. Simi account on TikTok now boasts over 4.5 million followers.
A Leap to the Stage
There are many theories about which concert saw the first Dr. Simi plush toy thrown on stage, but social media and local media often point to Corona Capital 2021, when fans tossed a Dr. Simi to the singer Aurora, who warmly accepted it and shared the moment on social media. Since then, Dr. Simi has continued to fly onto the stages of major stars performing in Mexico City, including Coldplay, Rosalía, The Killers, and Harry Styles, often dressed in custom outfits made for the artists, making the moments even more memorable. His presence has even crossed borders, appearing at a series of concerts during Adele’s residency in Las Vegas.
The trend of Dr. Simi plush toys being thrown at concerts gained even more traction through social media, with viral TikTok videos capturing the plush toys landing on stage, racking up millions of views.
Experiential Marketing: Similandia and Interactive Promotions
Last year, Farmacias Similares continued capitalizing on Dr. Simi’s popularity by launching a new store concept: Similandia. In addition to being a pharmacy with a medical office, this new model serves as a recreational center for both children and adults, inspired by the beloved mascot. With games, contests, and dances with the famous character, Similandia offers a unique and interactive experience. The third Similandia store opened in Mexico City this year.
To further strengthen the connection between Dr. Simi and the concert scene, Farmacias Similares announced the first-ever SimiFest, set to take place in Mexico City on November 23, 2024. This massive event will celebrate Dr. Simi with concerts, mascot dance competitions, and a large fair where attendees can purchase exclusive merchandise, including the iconic plush toys. SimiFest aims to celebrate Dr. Simi’s cultural impact in Mexico and thank consumers for their loyalty. Rumored performers include Technicolor Fabrics, Motel, Ely Guerra, and Ruzzi. Will more plush toys fly through the air? True to their social marketing strategy, all proceeds will go to the SiMiPlaneta foundation for reforestation and environmental conservation efforts.
