Description
Goody’s is a fast-growing challenger pain-relief brand built around speed and intensity, favored by people who push through pain rather than avoid it. With no budget to outspend category giants, the brand chose to outsmart them by focusing on a core audience that already loved Goody’s: long-distance runners. Mile 20 of a marathon, known as “the wall,” became the strategic moment to connect, when pain peaks but traditional painkillers cannot be used.
At the Knoxville Marathon, Goody’s launched Smile 20, a live digital billboard that used facial tracking to turn runners’ strained expressions into exaggerated smiles, prompting real smiles that are scientifically proven to reduce pain. The experience helped runners run faster, generating massive earned media and social sharing on a modest budget. Beyond awareness, Smile 20 delivered real performance gains for runners and sales lifts for the brand, reinforcing Goody’s role as a pain-relief partner even when the product itself could not be used.
This professional campaign titled 'Smile 20' was published in United States in January, 2026. It was created for the brand: Goody's, by ad agency: FCB Chicago. This Integrated medium campaign is related to the Pharmaceutical industry and contains 3 media assets. It was submitted 3 days ago.
