The emotional medium needed did not exist, thus the agency created a touching platform in the form of a TV programme Honoring Mothers. Programme content acknowledged a mother's unconditional love, and children submitted stories of motherly sacrifice for family happiness. Mothers selected for their stories were surprised at home by the programme host, then presented with gifts from Tide. The surprise interviews gave women pride in their sacrifices. A separate programme segment featured the mothers of celebrities.

The campaign received critical acclaim from the media, which praised it as a programme of substance. The brand earned strong value association which led to a higher profile and a place in homes: advertising awareness reached 65% in just one month and Tide captured 10% market share in three months.