Dos Equis and Fuerza Regida Ignite a Movement

Dos Equis announced its latest campaign, Ni Perdón Ni Permiso – a bold celebration of unapologetic self-expression through music, art and style. Inspired by those who live fearlessly, Ni Perdón Ni Permiso is a play on a cultural expression – “Mejor pedir perdón que pedir permiso, Better ask for forgiveness than ask for permission,” – rooted in Hispanic tradition that honors and applauds the act of authentically expressing oneself; an ethos that Dos Equis has adopted through the lens of music, celebrating artists who own the stage by showcasing their fearless originality without needing permission.

Embracing its Mexican roots, Dos Equis adopts this familiar phrase through the inspiring power of music in partnership with the influential Southern California-based musical group Fuerza Regida. The campaign encourages individuals to boldly embrace their unique stories, chase experiences beyond the ordinary and pursue their passions without apology or the need for validation.

Fuerza Regida, known for their genre-bending sound and fearless authenticity, brings their influence to the forefront of the campaign. As pioneers of the evolving Música Mexicana category, their powerful voices and barrier-breaking artistry perfectly embody the Ni Perdón Ni Permiso spirit. Fuerza Regida recently debuted at No. 1 on both the Apple Music All-Genre and Latin albums charts, while making Billboard history with a No. 2 debut on the Billboard 200, before quickly rising to No. 1 on the Top Latin Albums chart a few days later. This popularity demonstrates their powerful connection with fans, which is deeply rooted in Mexican American identity, perfectly reflecting the campaign’s core message: authentic self-expression isn’t just a choice; it’s the only real way to live.

“Ni Perdón Ni Permiso is more than a campaign; it’s a movement rooted in the spirit of embracing individuality,” said Alison Payne, Chief Marketing Officer for HEINEKEN USA, importer of Dos Equis. “It’s about championing the power of owning your truth and owning the stage, especially through the universal language of music. Fuerza Regida’s fearless authenticity embodies this movement, and we couldn’t ask for better partners to bring that vision to life as Dos Equis makes its mark on the vibrant world of Música Mexicana.”

“Ni Perdón Ni Permiso is all about unapologetic authenticity,” said JOP of Fuerza Regida. “We believe in the power of music to break boundaries and connect with people on a real level. This campaign with Dos Equis is our call to everyone to step up, own their voice and live without hesitation.”

Ni Perdón Ni Permiso Jam Session

At the heart of the campaign is an exciting opportunity to co-create the Ni Perdón Ni Permiso anthem through the Jam Session. Dos Equis and Fuerza Regida are inviting fans to submit their vocal or instrumental tracks via social media for a chance to win an incredible experience: a trip to an exclusive Fuerza Regida performance and a signed vinyl featuring their bold musical creation alongside the band.