Aim is a brand of toothpaste from Church and Dwight

Church and Dwight

Church & Dwight Co., Inc. is a minor U.S. manufacturer of household products that is based in Princeton, New Jersey. While it manufactures many items, it is by far best known for its Arm & Hammer line which includes baking soda and many other items made with it. The company was founded in 1896 to...

. Aim is known for having a milder mint

Mentha

Mentha is a genus of flowering plants in the family Lamiaceae . The species are not clearly distinct and estimates of the number of species varies from 13 to 18. Hybridization between some of the species occurs naturally...

 flavor

Flavor

Flavor or flavour is the sensory impression of a food or other substance, and is determined mainly by the chemical senses of taste and smell. The "trigeminal senses", which detect chemical irritants in the mouth and throat as well as temperature and texture, are also very important to the overall...

 than most toothpaste

Toothpaste

Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing...

s. In stores in the U.S.

United States

The United States of America is a federal constitutional republic comprising fifty states and a federal district...

, Aim is typically priced at a significant discount to the major toothpaste brands.

Aim was introduced in 1975 by Unilever

Unilever

Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....

, and the brand was purchased by Church and Dwight in 2003.

Varieties

• 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
  Fluoride
  Fluoride is the anion F−, the reduced form of fluorine when as an ion and when bonded to another element. Both organofluorine compounds and inorganic fluorine containing compounds are called fluorides. Fluoride, like other halides, is a monovalent ion . Its compounds often have properties that are...
  
  
• Aim CLINICAL Anticavity Fluoride Toothpaste

Slogan

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!". As of 2007 the tagline is still in use.

See also

• Cavity
  Dental caries
  Dental caries, also known as tooth decay or a cavity, is an irreversible infection usually bacterial in origin that causes demineralization of the hard tissues and destruction of the organic matter of the tooth, usually by production of acid by hydrolysis of the food debris accumulated on the...
  
  
• Dental care
  Dental care
  Dental care is the maintenance of healthy teeth. Forms include:* Oral hygiene, the practice of keeping the mouth and teeth clean in order to prevent cavities , gum disease, and other dental disorders....
  
  
• Oral hygiene
  Oral hygiene
  Teeth cleaning is part of oral hygiene and involves the removal of dental plaque from teeth with the intention of preventing cavities , gingivitis, and periodontal disease. People routinely clean their own teeth by brushing and interdental cleaning, and dental hygienists can remove hardened...
  
  
• Teeth
• Toothpaste
  Toothpaste
  Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing...