Dos Equis and Fuerza Regida launch a movement of strong artistic expression in their new campaign: Neither Forgiveness, Nor Permission
SOURCE Dos Equis
WHITE PLAINS, New York, June 2, 2025 /PRNewswire-HISPANIC PR WIRE/ — Dos Equis® is proud to announce its latest campaign, Neither Forgiveness Nor Permission, a celebration of unashamed self-expression through music, art, and style. Inspired by those who live unafraid to be who they are, Neither Forgiveness Nor Permission adapts a cultural expression rooted in Hispanic tradition that honors and applauds the act of authentic self-expression; a spirit Dos Equis has embraced through the lens of music, celebrating artists who take center stage by proudly displaying their originality, without waiting for permission to be who they are. Embracing its Mexican roots, Dos Equis embraces this familiar phrase through the inspirational power of music in partnership with the influential Southern California musical group Fuerza Regida. The campaign encourages people to embrace their unique stories, seek experiences beyond the ordinary, and pursue their passions without apology or seeking validation.
Fuerza Regida, known for its genre-breaking sound and authenticity, puts its image at the forefront of the campaign. As pioneers in the evolution of Mexican music, their powerful voices and barrier-breaking artistry perfectly embody the spirit of Neither Forgiveness Nor Permission. Fuerza Regida recently debuted at No. 1 on Apple Music’s All-Genre and Latin Albums charts, while making Billboard history with a No. 2 debut on the Billboard 200, before quickly ascending to No. 1 on the Top Latin Albums chart a few days later. This popularity demonstrates the strong connection with their fans, deeply rooted in the Mexican-American identity, which perfectly reflects the campaign’s core message: expressing oneself authentically isn’t simply a choice; it’s the only true way to live.
“Neither Forgiveness Nor Permission is more than a campaign; it’s a movement rooted in the spirit of embracing individuality,” said Alison Payne, general marketing director of HEINEKEN USA, the importer of Dos Equis. “It’s about championing the power of owning your truth and 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 Mexican music.”
“Neither Forgiveness Nor Permission is about unapologetic authenticity,” said JOP of Fuerza Regida. “We believe in the power of music to break down barriers and connect with people on a real level. This campaign with Dos Equis is our call to everyone to step up, take charge of their voice, and live without hesitation.”
Neither Forgiveness Nor Permission Jam Session: At the heart of the campaign is the opportunity to co-create an anthem for Neither Forgiveness Nor Permission through a Jam Session. Dos Equis and Fuerza Regida invite 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 record featuring their musical creation alongside the band.
To participate in the Jam Session, fans must first visit Dos Equis’ Instagram at @DosEquis and follow these steps:
Stay connected on Instagram with the Neither Forgiveness Nor Permission movement by following @DosEquis for exclusive behind-the-scenes content, Jam Session updates, and opportunities to participate in this celebration of authentic self-expression.
For more information about the campaign, visit https://dosequis.com/NPNPJam or the Dos Equis Music Hub at https://www.dosequis.com/en-us/music/.
About Dos Equis®: Wilhelm Haase founded Dos Equis® in 1897, when he brewed a beer called Siglo XX, the beer we know today as Dos Equis®. Visit www.dosequis.com.
