Dos Equis and Fuerza Regida Launch Bold Artistic Expression Campaign 'Ni Perdón Ni Permiso'

Celebrating Unapologetic Self-Expression: Dos Equis and Fuerza Regida's New Campaign

In an exciting announcement, Dos Equis® has unveiled its latest initiative, 'Ni Perdón Ni Permiso'. This dynamic campaign seeks to champion bold self-expression through music, art, and style, inviting artists to take the stage and showcase their individuality without fear. Inspired by a cultural tradition rooted in Hispanic heritage, this movement encourages individuals to embrace their authentic selves. It's a celebration of living life unapologetically, a sentiment deeply intertwined with the spirit of Dos Equis.

Dos Equis is proud to collaborate with the renowned Southern California-based music group Fuerza Regida, known for their innovative sound and authenticity in the music scene. The campaign aims to inspire fans to acknowledge their unique stories, pursue extraordinary experiences, and chase their passions with confidence—without seeking permission or validation from anyone.

Fuerza Regida plays a pivotal role in this initiative, reflecting its essence aptly through their music. They have recently made history by debuting at number one on both the All-Genre and Latin charts on Apple Music. Moreover, they achieved a remarkable spot at number two on the Billboard 200 before soaring to number one on the Latin Albums chart shortly thereafter. Their success resonates strongly with their fans, deeply rooted in the Mexican-American identity—a testament that genuine self-expression is not just a choice; it's the only way to truly live.

"'Ni Perdón Ni Permiso' transcends being just a campaign; it embodies a movement rooted in the spirit of embracing individuality," said Alison Payne, the marketing director at HEINEKEN USA, which imports Dos Equis. "It emphasizes the power of owning one’s truth and the stage, especially through the universal language of music. The fearless authenticity of Fuerza Regida personifies this movement, making them the perfect partners to amplify this vision in the vibrant world of Mexican music."

JOP from Fuerza Regida expressed excitement about the collaboration, stating, "'Ni Perdón Ni Permiso' is all about unfiltered authenticity. We believe in the empowering role of music to break barriers and connect with people on a real level. This campaign with Dos Equis is our call for everyone to step forward, claim their voice, and live without hesitation."

The Jam Session

At the heart of the 'Ni Perdón Ni Permiso' campaign lies a chance for fans to co-create a unique anthem through a collaborative Jam Session. Dos Equis and Fuerza Regida invite fans to submit their vocal or instrumental tracks via social media, with an opportunity to win an exclusive experience: a trip to a Fuerza Regida performance and a signed vinyl of their collaborative creation.

To participate, fans can visit Dos Equis' Instagram and follow these steps:
1. Locate the Jam Session reel.
2. Tap the three dots in the lower right corner and select the remix option.
3. Record their vocal or instrumental contribution and attach it to the original video.
4. Edit their content in the app and post it using the hashtags #NiPerdonNiPermisoJam and #Contest.

Stay connected on Instagram with the 'Ni Perdón Ni Permiso' movement by following @DosEquis for exclusive behind-the-scenes content, updates on the Jam Session, and opportunities to partake in this celebration of authentic personal expression.

For more information about the campaign, visit dosequis.com/NPNPJam or the Dos Equis Music Hub at dosequis.com/music.

About Dos Equis®

Founded in 1897 by Wilhelm Haase, Dos Equis® has a storied history starting with its original beer, Siglo XX. Today, the brand continues to grow, bolstered by a strong portfolio of products and innovations. Within just two years, Dos Equis® has significantly expanded its offerings with numerous new brands that align with current consumer trends. The collection includes Dos Equis® Lager, Dos Equis® Michelada, Dos Equis® Amber, and Dos Equis® Lager Lime & Salt.

Dos Equis® is imported to the United States by HEINEKEN USA Inc., the country's leading importer of premium beer, a subsidiary of Heineken International N.V., the most international brewer in the world. For news and updates, follow us on Instagram @DosEquis or visit www.dosequis.com.