Every marathoner dreads Mile 20. It’s where energy levels flatline, legs turn to lead, and the mental battle begins. Known as “hitting the wall,” it’s the point when sheer willpower becomes the only fuel left in the tank. For runners in this year’s Knoxville Marathon, however, Mile 20 came with a surprise boost—no gels, electrolytes or painkillers necessary.
Goody’s, the fast-acting pain relief brand from Prestige Consumer Healthcare, partnered with FCB Chicago to deliver a one-of-a-kind brand experience: Smile 20, an AI-powered activation that gave runners a much-needed lift—literally, by making them smile.
Because runners are advised not to take NSAIDs (nonsteroidal anti-inflammatory drugs) mid-race, Goody’s couldn’t show up traditionally. But rather than sit on the sidelines, the brand leaned into neuroscience and innovation to prove it could still deliver relief—without even touching the product.
At Mile 20, a massive digital screen broadcast live footage of runners with AI-generated smiles superimposed onto their faces in real-time. The effect? A jolt of laughter, emotional lightness, and a scientifically proven reduction in perceived pain—right when runners needed it most.
Based on research showing that smiling can trigger endorphins and lower pain, Smile 20 became an unexpected highlight of the race. Not only did it lift spirits, it boosted performance: post-race analysis revealed that runners who passed through the Smile 20 zone ran that mile 5% faster than their average pace—shedding an average of 23 seconds off one of the toughest parts of the race.
“We’re all about helping people fight pain when they need it most,” said Frank Paukowits, vice president of marketing at Prestige Consumer Healthcare. “And no one needs it more than a marathoner hitting the wall. Smile 20 shows that we don’t just show up for pain—we innovate around it. After the race, when the soreness kicks in, Goody’s will be right there in their recovery toolkit.”
Pedro Pérez, chief creative officer at FCB Chicago, said the team saw an opportunity to reframe pain relief in a whole new way. “This activation wasn’t about product,” noted Pérez. “It was about emotional relief, cultural resonance, and showing up with something unforgettable. We connected Goody’s DNA to a real, human moment—and created something that runners will remember far beyond the finish line.”
In addition to the marathon stunt, Smile 20 is part of a larger integrated campaign supported by agency partners The Shipyard, 360PR+, Story Collective, and HELO. The campaign includes earned media, influencer content, and a podcast partnership with The Running Effect host Dominic Schlueter and sports psychologist Dr. Jim Taylor.
The activation’s success shows that even when the product can’t be physically present, the brand can still be there—in a big way. In the case of Goody’s, all it took was a little science, a lot of heart, and an AI-powered grin.
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