At this point, most toothpastes do it all: clean your teeth, protect against cavities and plaque/tartar buildup, freshen breath, and whiten. Most Crest toothpastes' effectiveness are comparable, so I find that it's just choosing which flavor you like best. I love this Citrus Splash flavor. It's fresh, and it doesn't leave you with an aftertaste. I find that I look forward to brushing my teeth more knowing that I have such a good tasting toothpaste.