I just bought the gooey brown paste from the pet store. I've been giving it to Parker as directed and he hasn't coughed up a hairball in almost 5 months. That's a record for him! It used to be 2-3 times a week, lol.
He HATED it at first. Was scared of it, in fact..but started liking it randomly. Before he'd take it willingly, I used to just smear it all over his paw and he'd lick it off himself. Not sure if any particular brand is better than another as I've only used two (one from the vet and this store bought stuff) and both work just the same.
On a side note, if you put it on his paw, make sure you rub in a little, if you can. I've had a glob of it hit me from across the room when I just put it on a paw and didn't smear it.