Mascot prompts YouTube frenzy

Dr. Simi is the mascot for chain of discount pharmacist shops here in Mexico, but he’s a lot more than that. Based roughly on the founder of Farmacias Similares founder Victor Gonzales, the marketing strategy has developed a cult following.
[video:youtube:3AKOoClbdVQ] People dressed in Dr Simi costumes dance outside the highstreet pharmacies. He’s an easy target and the temptation proves too much for some. A search on YouTube reveals a myriad of films capturing people knocking over Dr. Simi and then running away. Here are just a few:
[video:youtube:4C1fwGmz6sk] [video:youtube:gdm3M5fqEb0] [video:youtube:Vm4xAAomQq0] [video:youtube:nxlnptq1mMU]

By Deborah Bonello

Deborah Bonello, a.k.a reports in video, words and photos to an English-language audience. She is currently developing her own video programme MRTV and freelances for the British media from her base in Mexico City. She believes in the power of the internet to change, not destroy, the media.

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