Prestige Consumer Healthcare Hacks Pain at Mile 20 with Smile 20

Every marathon runner knows about Mile 20. It’s the dreaded stretch where glycogen stores run dry, legs feel like lead, and the mind starts to spiral. It’s known as 'hitting the wall'—and Goody’s, a brand built around fast pain relief, understands better than anyone how hard it can be to get through these tough moments.

The catch? Runners are advised not to take NSAIDs (nonsteroidal anti-inflammatory drugs) during a race, so Goody’s fast-acting pain relief powder wasn’t an option. Instead of sitting it out, the brand leaned into creativity, science, and human insight to launch Smile 20: a disruptive, entertaining brand activation at the toughest point of the Knoxville Marathon.

Grounded in research that shows smiling can reduce pain by triggering endorphins, Smile 20 used an AI-powered smile filter to put real grins on runners’ faces. A massive digital screen at Mile 20 of the Knoxville Marathon projected live footage of runners with a virtual smile superimposed in real time—prompting contagious laughter, emotional lift, and a surprising jolt of energy when it was needed most.

Created in partnership with agency lead FCB Chicago, and agency partners The Shipyard, 360PR+, Story Collective, and HELO, the activation was designed to deliver relief without the product—and it worked. Post-race interviews confirmed Smile 20 as a highlight of the day, while pace tracking data revealed a noticeable uptick in runners’ speed after the activation, with participants running mile 20 5% faster than their average mile time throughout the race. This 5% uplift accounts for 23 seconds off the average mile time based on the runners tracked—seconds saved at the hardest part of the race.

“We’re all about helping people fight pain when they need it most, and no one needs it more than a marathoner,” said Frank Paukowits, vice president of marketing at Prestige Consumer Healthcare. “Beyond pain relief during their recovery, we want to show up for this audience with science and creativity. Smile 20 is our way of helping these runners keep going despite the pain—and after the race, when next-level marathon soreness hits, Goody’s will be right there as part of their recovery regimen to get them back to good.”

Pedro Pérez, chief creative officer at FCB Chicago, added, “This was a chance to reframe pain relief in a completely unexpected way. With Smile 20, we not only provided a scientifically backed pain solution, but we also created a moment that runners would remember long after crossing the finish line. That’s creativity at its best — connecting the DNA of a product to drive real cultural impact.”

The activation is part of a broader integrated campaign, including social content, earned media, influencer stories, and a podcast partnership with The Running Effect host Dominic Schlueter and sports psychologist Dr. Jim Taylor.

For more on the Smile 20 activation, visit goodyssmile20.com​