Dos Equis has always lived at the intersection of boldness and intrigue, but the brand had yet to truly spotlight the cultural heartbeat that fuels that energy—its Mexican heritage. To ignite its next chapter of relevance, Dos Equis needed to tap back into the community that inspired its origin story. That meant showing up with and for the Hispanic audience in a way that felt real, resonant, and rooted in culture.
Ni Perdón Ni Permiso
To meet the cultural moment, and movement, dentsu X launched Ni Perdón, Ni Permiso, a fearless music-driven platform built to celebrate bold self-expression and reconnect Dos Equis to its cultural roots.
At the center was an electrifying partnership with Fuerza Regida, the genre-breaking Mex-Am superstars redefining Regional Mexican. Together, we turned the Dos Equis spirit into a rallying cry; showcased through a hero music series, exclusive content, and high-energy fan experiences that embodied unapologetic pride.
We amplified the platform across the cultural ecosystem where Hispanic audiences already live, listen, and shape conversation:
Complex delivered top-tier storytelling and unmissable amplification from private show coverage to a record-breaking Sneaker Shopping feature.
Hypebeast, Vevo, Spotify, NGL Mitu extended the campaign across music, fashion, lifestyle, and community channels with real cultural credibility.
On-the-ground activations including a private concert, watch parties, and merch collabs brought fans into the movement and generated widespread earned media.
Every touchpoint reinforced one idea:
Dos Equis isn’t just observing culture. It’s standing onstage with it.
Partnerships
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Concert
PR NEWS
“Whatever it is, the way you tell your story online can make all the difference.”
— Quote Source
“Whatever it is, the way you tell your story online can make all the difference.”
— Quote Source