As everyone knows, when Professor Utonium accidentally added Chemical X to his recipe of sugar, spice, and everything nice, the Powerpuff Girls were born. Now the girl-powered cartoon superheroes are asking: What’s your special ingredient?
On Monday, Cartoon Network launched the Powfactor campaign, which celebrates the “special ingredient” inside everyone, and EW has the exclusive reveal. The global campaign kicks off with a music video (above) starring Blossom, Bubbles, and Buttercup themselves, singing a new version of the Powerpuff Girls theme song and calling out each of their own special qualities that empowers them to change the world.
“Just like Blossom, Bubbles, and Buttercup, kids have a special ingredient which makes them heroes,” says Jill King, Cartoon Network’s Senior Vice President, Marketing and Partnerships. The new campaign embodies a “message of positivity, individuality, and confidence.”
To launch the campaign, the network has partnered with Amy Poehler’s Smart Girls to create a mini docu-series that encourages kids to embrace their unique power as an individual to have a positive impact on the world around them. Each of the three videos puts the spotlight on young people doing just that, and the series “exemplifies what Smart Girls is all about — changing the world by being yourself,” says Meredith Walker, Smart Girls co-founder.
The first video in the Powfactor docu-series, which debuts Monday on the Smart Girls website and all of its social media channels, features Christina Li. Check it out below.
Following Monday’s launch, the campaign will continue to grow into the fall as targeted premiere episodes of The Powerpuff Girls will celebrate viewers’ Powfactor, and the rest of the original docu-series will stream on Smart Girls. Cartoon Network will also invite kids to use the CN Sayin’ app to express their own personal Powfactor.
“Powfactor demonstrates the power that all smart girls (and guys) have when they embrace their individuality to make a difference in their community,” Walker says of the new initiative. In other words, even though most kids weren’t concocted in a vat full of Chemical X and don’t have any ultra-super-powers, that doesn’t mean they can’t all be superheroes.
The Powerpuff Girls airs on Cartoon Network Thursday nights at 5:30 p.m. ET, with a special full week of power-packed premieres beginning Monday, Sept. 19.