Steve, thank you for your review of our Ultra Whitening Toothpaste. We’re sorry to hear that you did not get the whitening results you were hoping for. Please know that all our products undergo many quality checks to ensure optimal performance. The Ultra Whitening Toothpaste has micro-cleansing whiteners that polish away surface stains. Most toothpaste and rinse products remove surface stains, known as extrinsic stains. However, stains can also become trapped beneath the enamel surface; these are called intrinsic stains. The peroxide in our Crest Whitestrips products travels thru enamel to bleach these stains. The result is a more dramatic color change of the tooth than you would expect from whitening toothpaste or rinse alone. Everyone has their own whitening goals. We appreciate your feedback and will share it with our Quality Team. Please call us at (800) 566-7252 so we can assist you further.