The title, which translates to “neither forgiveness, nor permission,” draws on Hispanic cultural heritage and reflects a broader message of self-assuredness and authenticity. Through this campaign, Dos Equis aims to engage a younger audience by emphasizing creative ownership and collaborative opportunity.
Central to the initiative is the ‘Ni Perdón, Ni Permiso Jam Session,’ an interactive contest inviting fans to submit original vocal or instrumental content via Instagram. One participant will be selected to receive a trip to a Fuerza Regida performance and a signed vinyl record featuring their co-created track—positioning the campaign as a platform for fan engagement and artistic contribution within the evolving Música Mexicana space.
Image Credit: Dos Equis
