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

Dos Equis® and Fuerza Regida Ignite a Movement of Artistic Expression

Dos Equis®, the well-known beer brand, proudly announces its latest campaign entitled 'Ni Perdón Ni Permiso.' This initiative serves as a bold celebration of unapologetic self-expression, particularly through the realms of music, art, and personal style. The phrase 'Ni Perdón Ni Permiso,' which translates to 'neither forgiveness, nor permission,' draws from Hispanic traditions and champions the notion of living authentically and fearlessly.

The campaign is fueled by the collaboration between Dos Equis and Fuerza Regida, a leading musical group from Southern California known for their innovative style that blends traditional and modern musical elements. The partnership aims to inspire individuals to embrace their unique stories and experiences, encouraging a pursuit of passion without the need for validation or approval.

Fuerza Regida has emerged as a powerful voice within the evolving Música Mexicana genre, gaining recognition for their ability to connect with audiences. Recently, they achieved remarkable success on music charts, debuting at No. 1 on both the Apple Music All-Genre list and the Latin Albums charts. Their compelling journey resonates with many fans, rooted in a shared Mexican-American experience. This influence aligns perfectly with the core message of the 'Ni Perdón Ni Permiso' campaign, which promotes authentic self-expression as a fundamental way of life.

"'Ni Perdón Ni Permiso' is more than just a campaign—it's a movement dedicated to individuality," states Alison Payne, Chief Marketing Officer for HEINEKEN USA, the company behind Dos Equis. "Our initiative embodies the spirit of owning your truth and making your unique voice heard through music. The fearless authenticity exuded by Fuerza Regida makes them ideal partners as Dos Equis aims to leave a mark in the vibrant landscape of Música Mexicana."

JOP, a member of Fuerza Regida, echoes this sentiment, emphasizing the campaign's focus on authenticity. "We're all about expressing ourselves without hesitation. We want to remind everyone that our voices matter, and music has the power to transcend boundaries and foster genuine connections. Through our collaboration with Dos Equis, we invite others to embrace their true selves and step on stage with confidence."

The 'Ni Perdón Ni Permiso' Jam Session

One of the most exciting aspects of this campaign is the 'Ni Perdón Ni Permiso' Jam Session, which will commence on June 9. This interactive opportunity encourages fans to co-create the 'Ni Perdón Ni Permiso' anthem by submitting their own vocal or instrumental contributions through social media platforms.

Participants will have the chance to win an exclusive experience that includes a trip to a private Fuerza Regida performance as well as a signed vinyl showcasing their collaborative creation alongside the band. To take part in this innovative jam session, fans can follow a series of straightforward steps shared on Dos Equis’ Instagram page (@DosEquis) and utilize specific hashtags to ensure their contributions are seen.

Through this campaign, Dos Equis not only celebrates artistic expression but also actively engages its community in dynamic and meaningful ways. By staying connected with the movement via Instagram, fans can gain insights into exclusive behind-the-scenes content, updates about the Jam Session, and further opportunities to celebrate original self-expression in all its forms.

About Dos Equis®

Founded in 1897 by Wilhelm Haase, Dos Equis® has evolved significantly over the years, starting with the original brew called Siglo XX. With a robust portfolio of offerings, including Dos Equis® Lager and Dos Equis® Ambar, the brand has seen impressive growth driven by innovative product developments and an unwavering commitment to excellence. Today, Dos Equis® is imported into the United States by HEINEKEN USA Inc., the top high-end beer importer in the nation.

For further information about the campaign and to learn more about their current offerings, visit Dos Equis' official website. Follow them on Instagram @DosEquis for additional updates and exciting opportunities within the 'Ni Perdón Ni Permiso' movement.