I have been using Colgate Total plus whitening for a very long time now and I really enjoy everything it provides. The taste of the toothpast is strong but not intense which is something that I want. I want it to feel like it is working, which usually makes you brush better. Toothpastes with a weak and watery performance are something that I do not like. Colgate Total also foams up very well and feels very good in the mouth as you feel like you are really cleaning your teeth. The whitening part of the toothpaste is average because every toothpaste that claims that it will whiten your teeth have been all the same for me. Colgate Total is ADA accepted and provides the cleaning, breath freshening, taste, and performance that I demand from an everyday toothpaste.