Wikipedia says "In stores in the U.S., Aim is typically priced at a significant discount to the major toothpaste brands." Never knew that! But I remember the "Take AIM against cavities"
Aquafresh actually beat AIM to the punch, coming out in 1973. And it had the coolest gimmick, what with the stripes. They originally were blue and white, but now are red, white and blue.
What 1970s toothpaste innovations do you remember?