I've been brushing my dogs teeth for the last 9 years (her whole life), every single day. I've used natural, artificial, and vet recommended toothpastes. The bottom line is, this toothpaste above all, truly does what it claims to do. The problem with all the other toothpastes that I've used for my dog (and I've tried every kind at PetsMart and those given to me by the Vet (I think it was CET)), is that they only prevent at a mild pace the build up of tartar and other nasty stuff on the teeth, and that's only if you brush every day pretty vigorously. As my vet put it, dog toothpastes are meant to slow down the build up of tartar and cosmetic problems like yellow teeth, not prevent or reverse it (that's why they recommend their own very expensive, under anesthesia, teeth cleaning).
I noticed that whenever I switched away from Petrodex Enzymatic Toothpaste to another one (especially the natural ones), within just a month, my dog's teeth would become markedly yellowed and tartar would begin to build. I'd panic, and switch back to Petrodex. Again, within a month, they'd be as white as a 1 year olds teeth (clearly reversing previous buildup). I've run through this cycle of changing pastes from Petrodex to another and back again at least 5 times for various reasons. An every time, it's no accident that my dog's teeth are cleaner when I use this toothpaste. I can't say exactly why, but I can tell you what I see.
I also recommend you use the standard double ended pet toothbrush that's sold in a bundle with this toothpaste (Petrodex Dental Kit For Dogs), NOT the three headed toothbrush (The Better Pet Toothbrush and Toothpaste; see my review there for an explanation).
Overall though, if you're not going to be brushing your dogs teeth every day (minus a day here or there), don't expect miracles even with this toothpaste. Imagine if you brushed your teeth every now and then!
Also, make sure to massage the gums with the brush, especially around the area where they meet the teeth, as this will help solidify the area, and minimize any cracks where bacteria can seep through and cause gingivitis and even heart disease! If you notice that the toothbrush is pink after you've brushed your dog's teeth, that means that their gums are still weak and will require some gentle massaging until the pink subsides.
Have fun!