I put Orajel directly on my tooth and it makes it hurt more. Why is it making my tooth hurt?

Ive noticed while using Orajel products to relieve tooth ache pain that for whatever reason they all make my tooth hurt more accept for the Orajel that comes in the white cream version. There isn't many differences on the package however the white cream shows a small picture of white cream rather than clear/semi clear.

I wish that I could answer ur question because I wanna know the same thing!! When it made my tooth hurt even more after use I wasn't sure if it was just a coincidence or what but I just used it for the 2nd time about 45 minutes ago & now I'm sitting here in severe pain looking for an explanation!!!