For Hispanics, music isn't just about sound and grooves. It'sabout identity and history.
Dos Equis wanted to earn attention and preference with young,bicultural U.S. Latinos and tapped Negrete Communications to create a musicplatform that delivered authentic, meaningful experiences.
We called the platform "Ni Perdón, Ni Permiso." Notan apology, nor a request. A stance. For our Latinos, unapologeticself-expression isn't a form of pride, it’s an attitude that proves greatstories never start by taking the predictable route.
Dos Equis announced its latestcampaign, Ni Perdón Ni Permiso – a bold celebration of unapologeticself-expression through music, art and style. Inspired by those who livefearlessly, Ni Perdón Ni Permiso is a play on a cultural expression – “Mejorpedir perdón que pedir permiso, Better ask for forgiveness than ask forpermission,” – rooted in Hispanic tradition that honors and applauds the act ofauthentically expressing oneself; an ethos that Dos Equis has adopted throughthe lens of music, celebrating artists who own the stage by showcasing theirfearless originality without needing permission.
Embracing its Mexican roots, Dos Equis adopts this familiarphrase through the inspiring power of music in partnership with the influentialSouthern California-based musical group Fuerza Regida. The campaign encouragesindividuals to boldly embrace their unique stories, chase experiences beyondthe ordinary and pursue their passions without apology or the need forvalidation.
Fuerza Regida, known for their genre-bending sound andfearless authenticity, brings their influence to the forefront of the campaign.As pioneers of the evolving Música Mexicana category, their powerful voices andbarrier-breaking artistry perfectly embody the Ni Perdón Ni Permiso spirit.Fuerza Regida recently debuted at No. 1 on both the Apple Music All-Genre andLatin albums charts, while making Billboard history with a No. 2 debut on theBillboard 200, before quickly rising to No. 1 on the Top Latin Albums chart afew days later. This popularity demonstrates their powerful connection withfans, which is deeply rooted in Mexican American identity, perfectly reflectingthe 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 thana campaign; it’s a movement rooted in the spirit of embracing individuality,”said Alison Payne, Chief Marketing Officer for HEINEKEN USA, importer of DosEquis. “It’s about championing the power of owning your truth and owning thestage, especially through the universal language of music. Fuerza Regida’sfearless authenticity embodies this movement, and we couldn’t ask for betterpartners to bring that vision to life as Dos Equis makes its mark on thevibrant world of Música Mexicana.”
“Ni Perdón Ni Permiso is all about unapologeticauthenticity,” said JOP of Fuerza Regida. “We believe in the power of music tobreak boundaries and connect with people on a real level. This campaign withDos Equis is our call to everyone to step up, own their voice and live withouthesitation.”
At the heart of the campaign is an exciting opportunity toco-create the Ni Perdón Ni Permiso anthem through the Jam Session. Dos Equisand Fuerza Regida are inviting fans to submit their vocal or instrumentaltracks via social media for a chance to win an incredible experience: a trip toan exclusive Fuerza Regida performance and a signed vinyl featuring their boldmusical creation alongside the band.
Source: HispanicAd
