Colgate, a leading brand associated with tooth brushing, decides to stop communicating about whiter teeth or perfect smiles to gives us a much larger message. Remind us that water, an essential resource which is becoming increasingly scarce, is often wasted in large quantities – when we least imagine. So, while performing an activity as frequent as brushing our teeth with the tap running, we might be throwing away an amount of potable water that many other people do not have at their disposal, not even over a one-month period.