New British soft-drink Qcumber has appointed consumer PR agency DeVries SLAM to manage communications around the launch of the brand. The agency will be working to position the product, which is a sparkling, natural cucumber-flavoured spring water, as the quintessential taste of the English summer. Activity will include traditional media relations and product placement within consumer titles, the creation of a social media strategy and content calendar, and strategic event sampling to get the liquid on the lips of influencers. Activity will have a national focus in line with the brand’s new nationwide listing in Tesco, and will be intensive over the summer in line with the key sales period opportunity. Qcumber is available in Tesco, Ocado, Booths, Harrods and health food stores. The drink may be consumer alone, or as a mixer with alcoholic drinks including gin, vodka and Pimms.

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