Shares of SmileDirectClub (NASDAQ: SDC) vaulted higher on Friday, climbing as much as 29.4%. As of 12:51 p.m. ET, the stock was still up 12.7%.
The catalyst that drove the oral healthcare company higher was a new marketing campaign that enlists the talents of some high-profile personalities to drive interest in its teeth-straightening dental aligners.
SmileDirectClub announced that it is partnering with several high-profile celebrities to launch its new Confidence Council. The company has enlisted the talents of Jonathan Van Ness, Tunde Oyeneyin, and Arielle Vandenberg as ambassadors, "to shine a light on the transformational power of a smile."
For further details see:Why SmileDirectClub Stock Surged on Friday