If you’re going to make a claim, please be sure it means something. A visit to the toothpaste aisle delivers a boatload of confident claims. “Strengthens enamel.”“24-hour cavity protection.”“Designed with dentists.”“Sugar free.” Recently we bought several tubes of Sensodyne Pronamel Kids toothpaste at Costco for our girls. Sensodyne makes solid products and has a legitimate position around sensitivity and enamel protection. That’s a real functional benefit where the brand grew by standing way...