Crest Pro-Health Maximum Cavity Protection helps stop cavities before they start. Not all toothpastes protect against plaque bacteria. Crest Pro-Health protects against plaque bacteria for 12 hours.* Crest has you covered by protecting against cavities, early gum disease (gingivitis), enamel, plaque, whitening, and fresh breath. From Crest, the #1 Toothpaste brand in America.***Works for 12 hours to fight cavity forming plaque acid*P&G calculation based on U.S. reported sales data for the year ending w/o 01/27/24.