CLINICALLY PROVEN: Give yourself a wonderfully white smile you brush with Colgate Total Advanced Whitening Toothpaste that’s been clinically proven and developed with dental experts. SUPERIOR STAIN REMOVAL*: Our teeth whitening toothpaste provides superior surface stain removal* and 24 hour bacterial defence for your whole mouth**. *Vs fluoride non-whitening toothpaste. **Superior bacterial reduction on teeth, tongue, cheeks and gums vs non-antibacterial fluoride toothpaste with 2x daily continued use after 4 weeks. FIGHTS BACTERIA: Our teeth whitening toothpaste fights plaque bacteria 3x more effectively than regular fluoride toothpaste***. ***Vs fluoride toothpaste (1450ppm), continued use after 3 months. CAVITY AND PLAQUE PROTECTION: Because our whitening toothpaste protects your teeth from cavities, plaque and tartar, you know you’re doing a great job when you brush. WHOLE MOUTH PROTECTION: Our teeth whitening toothpaste takes care of your whole mouth including your gums and enamel, and offers protection from sensitivity while freshening your breath.