toothpaste

I had a chance to try a really weird toothpaste yesterday. It tasted absolutely like toothpaste, actually it had many very great herbs in it. The only weird thing about it was its color. It was very dark brown. After spending many years brushing my teeth with regular while (or white+green, blue, red), this one looked totally weird. I think it would be difficult to sell something like that in the US in the regular grocery store (not in whole foods). The dark brown color just does not correlate with the white teeth that you should get as a result (Although there's no logic. How a color of toothpaste would correlate with color of teeth? There's no correlation at all!).
And how would company-manufacturer even advertise that (in the US)? There's no way you show the paste itself or show someone brushing teeth... would be too scary... brown foam...
But it sells here, people are still more open to difference in color of toothpaste. And I am sure there will be other examples of things like that.