The campaign for Barba Rija positions the brand as a symbol of toughness and bravery, appealing to men who identify with the rugged and resilient masculine ideal commonly associated with Portuguese culture. It promises a distinctive identity—being a "Barba Rija man"—that goes beyond grooming products to embody a lifestyle of boldness and authenticity. The campaign reinforces this proposition by portraying shaving not just as a daily routine but as a daring act of courage, communicated through the striking image of a man shaving on top of a moving truck in Lisbon’s busy streets.
The market strategy leverages a strong cultural insight: Portuguese men pride themselves on being “barba rija,” or tough and fearless. By tapping into this collective identity, the campaign creates a direct emotional connection with the target audience—mature men who value strength and authenticity. The creative choice to use a real man performing a risky stunt rather than a stuntman accentuates the raw, unfiltered masculinity the brand seeks to embody. Additionally, the digital format and the invitation to join an exclusive online club tailor-made for men who demand quality shaving products at home demonstrate an understanding of modern consumption habits and community-building among consumers. The boldness of the narrative and its visual execution serve to provoke discussion and engagement, enhancing brand recall and reinforcing Barba Rija’s positioning within the health and personal care marketplace in Portugal.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign dramatizes the idea of being a “tough, brave man” by staging an exaggerated, symbolic feat: shaving atop a moving truck in Lisbon. Rather than literally showing everyday shaving benefits or solving a common problem, the creative device uses public daredevil imagery as an outsized, visual metaphor for masculinity and bravery—qualities Barba Rija wants its product to evoke. The act does not serve as a resolved story arc or direct demonstration but powerfully symbolizes the boldness their club and products confer.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Gillette – Market Positioning
Gillette leads the global shaving market by emphasizing superior technology, precision, and a smooth shaving experience. Positioned as a premium, reliable brand for men seeking convenience and comfort, it leverages innovation (multiple blades, lubrication strips) and broad availability to appeal to a wide male demographic, from everyday users to grooming enthusiasts.
2. Nivea Men – Market Positioning
Nivea Men combines skin care expertise with men’s grooming, focusing on gentle, effective formulas that protect and nourish the skin. Positioned as a trusted, affordable brand, it targets men who value skin health alongside grooming, blending daily care with practical solutions for sensitive skin, making it a well-rounded choice in the male personal care segment.
3. Wilkinson Sword – Market Positioning
Wilkinson Sword brands itself as a heritage razor maker that balances quality and value. Known for sharpness and durability at accessible prices, it appeals to pragmatic men who want an efficient, no-nonsense shaving tool. The brand promotes simplicity, reliability, and consistent performance, often emphasizing craftsmanship and a strong British-European identity.
4. Bulldog Skincare for Men – Market Positioning
Bulldog positions itself as a natural, eco-conscious men’s grooming brand focusing on organic ingredients tailored to men’s skin. It appeals primarily to younger, modern consumers interested in sustainable, cruelty-free products without sacrificing efficacy. Bulldog combines authenticity and social responsibility, standing out in the male grooming market with a distinctive, fresh approach.
5. Barba Italiana – Market Positioning
Barba Italiana is a niche, premium grooming brand inspired by classic Italian barber traditions. It differentiates itself through artisanal quality, natural ingredients, and a luxury lifestyle appeal targeted at discerning men who value heritage, craftsmanship, and a sophisticated shaving ritual. The brand emphasizes refinement and exclusivity within professional grooming circles.
Q: What is Only for the brave about?
A: Only for the brave is a 2014 digital campaign created by Ogilvy for Barba Rija in Portugal, targeting the healthcare and male grooming market. The campaign centers on a striking video featuring a real man shaving atop a moving truck on one of Lisbon’s busiest avenues, serving as a bold metaphor for courage and resilience. Designed to launch Clube Barba Rija, an online club delivering premium shaving essentials to Portuguese men, the campaign positions the brand as a symbol of toughness and authenticity, inviting men to join a community that celebrates fearless masculinity.
Q: What creative device does Only for the brave use?
A: Only for the brave employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. This approach uses exaggerated, symbolic visuals—in this case, a man shaving on top of a moving truck—to represent the product’s positive impact. Rather than demonstrating a literal benefit or resolving a narrative, the campaign dramatizes the qualities Barba Rija seeks to evoke: masculinity, bravery, and boldness. The public daredevil act becomes a powerful visual metaphor, reinforcing the brand’s promise to deliver more than just grooming products.
Q: What is the campaign proposition for Only for the brave?
A: The campaign proposition for Only for the brave positions Barba Rija as a brand that embodies toughness and bravery, appealing directly to Portuguese men who identify with a rugged, resilient masculine ideal. By leveraging the cultural insight that being a “barba rija” is a point of pride, the campaign creates an emotional connection with mature men who value strength and authenticity. The use of a real man in a high-risk stunt underscores the brand’s commitment to raw masculinity, while the exclusive online club and home delivery service respond to modern consumption habits and foster a sense of community.
Q: How does Only for the brave rank in Clapboard's archive?
A: Only for the brave holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of the health and personal care sector in Portugal.
Q: Who are the competitors in Barba Rija's category?
A: In the male grooming and healthcare category, Barba Rija competes with Gillette, which leads the market by emphasizing technological innovation and a premium shaving experience; Nivea Men, known for blending skin care with effective grooming solutions for sensitive skin; Wilkinson Sword, which focuses on craftsmanship, reliability, and value; Bulldog Skincare for Men, appealing to eco-conscious consumers with natural, sustainable products; and Barba Italiana, which targets discerning men seeking artisanal quality and a luxury barbering tradition. Each brand brings a distinct positioning, shaping a dynamic and competitive landscape.
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