Assign Custom Capabilities by PHP code

Hello.

I am creating WordPress users from PHP code with the function wp_insert_user().
Basically, my code is:

$new_user = array(
    "user_pass" => $pass,
    "user_login" => $login,
    "user_email" => $email,
    "role" => 's2member_level1'
);

$insert_user = wp_insert_user($new_user);

How can I assign custom capabilities to that user by code?

Ps: the function add_cap() is not related to s2Member. I want to assign s2Member Custom Capabilities:

Thanks.

Why does that matter? That is precisely the function to use!

$ccap_name = 'access_s2member_ccap_' . $some_name;
$insert_user->add_cap( $ccap_name );