Gorpcore Toothbrushing Kits

The Wild Brushing Kit Turns Mindful Water Use into a Youth Movement

33% of adults brush their teeth with the tap running, and to encourage people to think differently about their water usage habits, water company Severn Trent dropped 900 Wild Brushing Kits. Styled like a gorpcore drop, the limited-edition kits target Gen Alpha and Gen Z, and aim to turn the act of brushing teeth into a youth culture movement.

Wild Brushing Kits come in metal tins, complete with an eco-friendly toothbrush and three small vials of water to prove that just 20ml is enough to effectively clean teeth. To meet the next generation where they already are, the campaign kicked off at Y Not Festival in Derbyshire and was supported by influencer partnerships across Instagram and TikTok, and imagery by lifestyle and fashion photographer Annie Feng.

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