Tidy Moms generally like their children to stay clean, however that does not always have to be the case. Tide Family Mud Run is targeted toward tidy parents that may be afraid to let their children make a mess. It is a social media campaign focused on sharing the mud fun. Tide was the perfect candidate to run the campaign, because they can always be trusted to clean up your clothes. The campaign encourages family and outdoor interaction, while also promoting the Tide name and loyalty behind it. The logo was meant to be consistent with the brand and child friendly.