In 1975, the Unilever Co. introduced Aim toothpaste to the public. Approved by the American Dental Association as a cavity-fighting toothpaste, when used as directed Aim helps prevent tooth decay. Varieties available include versions for teeth whitening and fighting tartar buildup above the gum line. Aim is typically cheaper than other brand-name toothpastes.
Ingredients
The active cavity-fighting ingredient in Aim toothpaste is sodium fluoride, provided at 0.25 percent. Other ingredients include sorbitol, an alcohol sugar that is slowly metabolized in your body. Hydrated silica provides the abrasive ingredient, helping remove stains from your teeth. Water, polyethylene glycol 32, sodium lauryl sulfate, SD alcohol 38B, flavor, cellulose gum, sodium sccharin, and the dyes blue 1 and yellow 10 round out the list of ingredients.
Aim Tartar Control toothpaste also contains sodium monofluorophosphate, a cavity preventative, and zinc citrate trihydrate, an ingredient that helps control tartar. It has the same inactive ingredients as regular Aim toothpaste. Aim Whitening with Baking Soda, not surprisingly, contains baking soda to help whiten teeth by removing surface stains.
Directions
The directions on the package indicate that adults and children 2 years and older should brush their teeth thoroughly, preferably after each meal or at least twice a day, or as directed by a dentist or doctor. Children 6 years or younger should be closely monitored to ensure they rinse out the toothpaste rather than swallowing it, and children under 2 should only used the toothpaste if advised by a physician or dentist.
Warning
Aim toothpaste, like most toothpastes containing sodium fluoride, sodium monofluorophosphate or zinc citrate trihydrate should be kept out of reach of children, particularly those under 6. Swallowing a significant amount accidentally could be toxic. If this occurs, contact a Poison Control Center and seek medical attention immediately.
Fun Fact
Aim Toothpaste has a significant fan following. Its Facebook page, with 133 registered members as of August 2010, allows fans to note their love for Aim, their favorite flavors or their opinions of Aim's classic television and print advertising. Classic television and print ad slogans include "Take Aim against cavities," "Fights cavities ... Children like the taste" and "Aim, The Great Tasting Gel!"
Business Issues
In 2003, Church and Dwight bought out the Unilever Corp., apparently because Aim and several other brands did not fit into Unilever's definition of "eading brands. Aim was No. 3 in the market at that time, behind Colgate-Palmolive's Colgate toothpaste, and Procter and Gamble's Crest toothpaste. Aim continues to be available to the public as many find the mild mint flavor preferable to the stronger mint flavors of other leading toothpaste brands.
