When Dos Equis partnered with Lopez Negrete Communications, the goal was to increase brand saliency and reconnect the brand with its Mexican heritage while evolving its voice for a new generation of bicultural consumers. The opportunity was to create something more raw, relevant, and rooted in how culture is lived today.
Dos Equis needed more than a logo-with-music moment. The brand wanted to earn attention and preference with young, bicultural U.S. Latinos who value authenticity over archetypes — an audience that lives fully between cultures and refuses to ask for permission to be themselves.
We created “Ni Perdón. Ni Permiso.”, a bold, unapologetic music platform that celebrates a generation defined by confidence, duality, and self-expression. Because for our core Latino customers, unapologetic self-expression isn’t a form of pride, it IS pride. Anchored by a partnership with Fuerza Regida, the breakout Mexican American band redefining the Regional Mexican sound worldwide, the campaign fused music, fashion, and cultural pride into a living, breathing movement that no other marketer had aligned with or supported at this level. And it wasn’t just a logo on a tour, but a true, hands-on partnership that co-created moments and shaped experiences together.
The platform came to life through multiple creative touchpoints:
We opened with "Jam Session," an open call inviting fans to join the band in one of their hits—a collective celebration of creativity that turned the audience into participants, not just viewers.
Then we moved from social feed to real life with a live, private show in Houston: an immersive Dos Equis experience in a unique XX-shaped venue (POST Houston), with a large digital stage backdrop and multiple visual spaces that felt unmistakably Dos Equis. Every attendee came through a carefully curated collection of creators and influencers we activated. And we didn't keep it to one venue. We also live-streamed the show simultaneously to three different markets (San Antonio, Austin, and Dallas), expanding the experience to fans across the state in real-time.
Next, we expanded our narrative with a limited-edition fashion collaboration with Mexican American fashion designers that turned the "Ni Perdón. Ni Permiso." attitude into apparel. We released the collection via online auction, raising thousands for the Mexican American Opportunity Foundation.
Then we scaled the entire partnership across CTV, digital, social, and experiential, letting creators carry it further than conventional media alone could.
Dos Equis showed up where culture is created, not just observed, turning everyday moments into statements of identity. The campaign drove significant cultural traction, generating 1.1B earned impressions, 634MM video impressions, 225%+ influencer engagement rate, a 62% follower growth for Dos Equis on social media channels, and a measurable lift in brand relevance among U.S. Hispanic consumers, repositioning Dos Equis as more than a beer but as a badge of unapologetic self-expression.