take aim

Aim toothpaste

Aim is a brand of toothpaste from Church and Dwight. Aim is known for having a milder mint flavor than most toothpastes. In stores in the U.S., Aim is typically priced at a significant discount to the major toothpaste brands.

Aim was introduced in 1975 by Unilever, and the brand was purchased by Church and Dwight in 2003.


  • Aim Cavity Protection Toothpaste Mint Gel
  • Aim Tartar Control Toothpaste Gel
  • Aim Whitening Toothpaste with Baking Soda Mint Gel
  • Aim Multi-Benefit Cavity Protection with Fluoride


Aim's slogans are "Fights cavities...Children like the taste" and "The Great Tasting Gel!". When the brand was introduced in 1975, the tagline was "Take Aim against cavities!"

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