From my experience this toothpaste is priced a bit below other teeth whitening toothpastes. It seems to do a wonderful job maintaining the whiteness of my teeth and preventing any stains from forming. I am not a smoker, coffee drinker, or pop/soda drinker. So I am not sure if this has a bearing on the toothpaste's effectiveness. I have been using this product for the past couple months. Prior to this I was using Rembrandt. Rembrandt seemed to be priced much higher. Additionally it did not leave my mouth feeling nice, clean, and fresh. The Aquafresh toothpaste on the other hand seems to be just as effective keeping my teeth white and also leaves my mouth feeling tremendously fresh and clean after use. I also like how it is packaged so one can leave it upright as seen in the picture I provided.