The UAE is a market where culture moves fast and consumer expectations move faster. Standing out requires more than a good product — it requires the right voice. For DORCO SLEEK, that voice is DJ Bliss.
As the brand’s ambassador, the homegrown Emirati DJ and entertainer brings authenticity, relatability, and a personal brand that resonates across generations — going well beyond a typical brand endorsement.
2026 marked a new chapter. DORCO SLEEK and DJ Bliss collaborated to launch the brand’s very own anthem — Flex Your Edge. More than a campaign asset, it’s a cultural statement. The track was crafted to live where the audience does: on playlists, across social feeds, in gyms, and in the daily rituals that define modern grooming. By embedding the brand into sound and movement, DORCO SLEEK transcends the shelf and becomes part of a feeling.
“Music was chosen as the central creative platform because it naturally resonates with younger audiences and allows the brand to move beyond functional product messaging. The anthem embodied the campaign message that “Flex Your Edge” is about confidence, individuality, and self-expression—qualities that align with how today’s consumers view grooming,” says a spokesperson from the Cheil Brand Experience team
The campaign aimed to, introduce DORCO SLEEK and educate consumers on its key product benefits, differentiate the brand from established competitors in the grooming category and position DORCO as a lifestyle brand rather than just a razor brand.
The primary objective was to launch DORCO SLEEK in the UAE as a premium, modern grooming solution for young men while increasing overall brand awareness and consideration.
Turning a razor into a lifestyle brand
Woven throughout the anthem’s content is a confident, visually compelling showcase of what makes DORCO SLEEK stand apart. Featuring six ultra-thin patented blades built on Korean technology and a multi-flex head engineered for comfort, DORCO SLEEK isn’t just a razor — it’s a performance tool designed for men who demand the best from their grooming routine. The campaign brings these innovations to life through aspiration — letting the product speak through the lifestyle it enables.
“Rather than portraying shaving as a routine task, the campaign positioned it as part of preparing to look and feel your best, which helped to tackle the objective of consideration,” says a spokesperson from the Cheil Brand Experience team.
Bringing the full launch experience together was Cheil MEA, who led the end-to-end integrated campaign — spanning digital coverage, influencer and media partnerships, OOH exposure, and on-ground activation. The agency also spearheaded the brand ambassadorship from concept to execution, launching the exclusive brand anthem in collaboration with talent management partner (FTA For Brands) and production house (MEVIA Production). Whether audiences encountered the brand on a billboard, a social feed, or a screen, the experience felt like one cohesive story — told consistently, and with intent.
Flex Your Edge is what modern brand-building looks like: rooted in product truth, amplified by the right voice, executed with precision, and delivered in a way that makes the audience feel it before they ever use it.
Within the first four weeks of launch, the campaign generated over 2 million impressions and more than 800,000 engagements across its integrated media channels. Success was primarily measured by the campaign’s ability to maximise reach and awareness through impressions and engagement, while also driving increased brand consideration and ultimately contributing to product sales uplift.
The current integrated campaign will run for 2-3 months with additional channels like radio and giveaway yet to take place in Q3-Q4.
Credits:
Cheil MEA (Campaign strategy, social media, campaign management, digital media planning)
FTA for Brand (Talent management)
Mevia Productions (Creative development, Production house)
