"Having fresh breath gives you the confidence to connect with the world around you. That’s why new Colgate Total Advanced Fresh toothpaste helps reduce bacteria accumulation– the root cause of bad breath – not just on teeth, but also your tongue, cheeks, and gums for 12 hours*. *Up to 12 hour of protection against bacteria with 4 weeks continuous use. From clinical study with 173 volunteers aged 18-70 years, during Dec 2015 - Mar 2016, India."