| Keyword |
Description |
| Identity |
The qualities and values that make a person or company unique |
| Initiative |
An important action or program started for a purpose, often helping others or solving a problem |
| Community |
A group of people who share interests and support each other |
In 2025, Farmacias Similares, famous for the iconic Dr. Simi mascot, launched "Simisónico," a concert series aimed at promoting Mexican talent in a casual and intimate setting—right inside the company's Mexico City headquarters. Inspired by NPR’s Tiny Desk concerts, Simisónico invited bands like Enjambre to perform live, with the goal of bringing fans closer to artists in an unconventional office environment. The videos of these acoustic performances quickly gained momentum on platforms like TikTok, showing Dr. Simi’s fun presence alongside the musicians and company staff.
Simisónico acts as the energetic lead-up to SimiFest 2025, a major music festival set for November at Mexico City's Hermanos Rodríguez Racetrack. SimiFest unites both Mexican and international acts, continuing Farmacias Similares' dedication to charitable causes. The event supports social programs like the SíMiPlaneta initiative, which funds environmental cleanup and reforestation, and also brings together thousands of fans from all over the country.
What makes Dr. Simi's involvement special is the blending of corporate identity and youth culture. The company is known not just for cheap medicine, but also community support through events, clinics, and even a museum and café, all themed around their beloved mascot. By using music as a bridge, Farmacias Similares is redefining how brands interact with their communities—focusing on creativity, inclusion, and social awareness.
SimiFest promises two stages, big names like Empire of the Sun and Leon Bridges, and ticket proceeds invested in green projects. Meanwhile, Simisónico will continue featuring new bands in cozy, informal sessions, helping build excitement and community as the festival approaches.
Time to discuss
- How does music help create a stronger sense of community?
- What makes a company’s identity important in connecting with young people?
- Why are social initiatives meaningful for big events like SimiFest?
