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Minnetonka marketed the new dispensary method aggressively, with ads like the one below saying, In the war against plaque, its time to push the button. Check-Up had success initially in drawing consumers to the new concept of more efficient toothpaste consumption, but Colgate and P&G were quick to respond with their own pump products, and because Check Up toothpaste itself was not viewed as a higher quality product to the market leaders, the brand quietly receded in the minds of consumers as the brand lost money in its first couple years on the market
