Farmacias Similares: how unashamed absurdity becomes bloody brilliant marketing
- amslewis
- 3 days ago
- 2 min read
Never heard of Farmacias Similares? If you live outside Mexico, fair enough. Inside Mexico they are everywhere, selling low cost generics and fronted by one of the most recognisable brand characters in Latin America. Meet Doctor Simi.1
Farmacias Similares is a pharmacy chain built on an unapologetic promise to sell medicine at lower prices. Their long-running slogan says it outright: “Lo mismo, pero más barato” ("The same, but cheaper”). They unashamedly have it plastered across storefronts and brand assets. 2
Today the company operates thousands of outlets across Mexico, with a growing presence in Chile and Colombia, and has even started eyeing the United States. Whatever the market, the value message stays crystal clear. 3, 4
Enter Doctor Simi
Plenty of founders put their stamp on a brand. Víctor González Torres' story is a little different. He became the inspiration for a mascot. A full character with a white coat, blue tie and a giant handlebar moustache. Doctor Simi dances outside stores, appears on posters, and waves to kids from costumed suit appearances. It is absurd in the best way. 5
From mascot to plushie phenomenon
Then came the plushies. At some point, fans started throwing customised Dr Simi dolls on stage at gigs. Pop stars, rock bands, even global tours have been showered with Simi dolls, turning a pharmacy mascot into a pop-culture moment and endless free press. What began as cheeky fan behaviour became a phenomenon. 6, 7
Similandia: the brand world you can walk into
Leaning fully into the meme, Farmacias Similares opened Similandia in Mexico City, a themed concept store stacked with Simi merchandise, photo ops and experience zones. It is part shop, part brand playground, and completely on message. You go in for painkillers and leave with a mascot selfie. 8, 9
Why it works
The strategy is brutally simple. Own the value position. Make it fun. Be impossible to ignore. That confidence translates into serious awareness and word of mouth. When people think discount pharmacy in Mexico, Similares is top of mind alongside chains like Farmacias del Ahorro and Guadalajara, but with a personality those rivals rarely match. 10
What can your business take away from this?
Pick a promise and hammer it. “The same, but cheaper” is easy to understand and hard to forget. If your offer is price led, stop apologising for it. Say it, show it, repeat it.
Make a mascot that actually does something. Characters are not just for kids. Done well, a brand figure can unlock events, merch, social moments and PR you could never buy with media alone.
Turn fans into the channel. The Simi plushie trend is user generated distribution. Make assets people want to share and they will do the heavy lifting for you.
Build a world around the brand. A themed space like Similandia invites people to step into your story. Create places, pop-ups or experiences that bring your positioning to life.
Farmacias Similares proves you can take a category that should be dull and make it sing. The products are much the same as competitors. The marketing is not. That difference is remembered at the shelf, and that is where it counts.
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