“You don’t realize that avatars don’t usually smile until someone offers you one.” That is what Joni Rich said to me as she explained the “Colgate Smile” campaign in Second Life. It presents a much different view of the campaign than was described in this Massively entry. Perhaps, that is because Joni and her company is approaching things from a different perspective reflecting changes going on in marketing as well as one of the key components of what makes Second Life more than just a more immersive website.