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I don’t know about those two specifically, nor the ones in the OP, but SOME brands of SOME medications do work differently, even if they have the same amount of the same active ingredients on their label. Most often, this is because one may use a different binding or filling agent, which breaks apart at a different part of the digestive cycle, causing different absorption. It’s also possible that some lines might have different levels of heat and/or light exposure, which can affect the breakdown of some chemicals compounds.
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The only reason this ought to be true is if the different versions are targeted at different ailments (that is, their approved indications are different). For example, regular Tylenol vs Tylenol Arthritis; the later has been reformulated to release the dose more slowly, and so it will be less effective for a headache than the faster-acting version. You’ll see this a lot in OTC meds, since by the time a drug gets OTC approval, it is old enough to begin having generic competition.
Generally, though, for prescription drugs, the approved generic equivalent of a drug must be equivalent in pretty much every way except colour, markings and shape. Celexa, and drugs marketed as citalopram, must show equivalent efficacy results in clinical trials, they must have the same dosages, to within 2% (of the label claim, not of each other), they must display similar impurity profiles, similar dissolution rates… basically they must be identical in any way that may affect the use of the drug for whatever it is indicated for. If a doctor allows a generic substitution, the pharmacist will give the generic that has been identified as being equal, not some other medicine that happens to have the same ingredients. I believe Effexor and Effexor XR both come in similar dosages, but one (or it’s generic) is not a substitution for the other.
Generic diphenhydramine comes in different forms; pills, capsules, syrups, suppositories (yes, suppositories)… one may be a better choice than another for the particular symptoms that are being targeted, or for general allergy relief, they might all be equally effective.