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Molson Coors' US unit, MillerCoors, has launched a marketing campaign for its Leinenkugel's Summer Shandy brand.

The campaign, which starts today and runs until September, is called 'Take Back Summer'. The activation targets young professionals and looks to expand the Leinenkugel's brand into more "locations and occasions".

"We're broadening our appeal by showing Leinenkugel's in settings that are perfect for our beer, like beer gardens in the city and rooftop patios," said Frank Cirone, senior director of Leinenkugel's at MillerCoors. "Our research shows that millennials feel an intense pressure to over-work, and in turn they're sacrificing some of the more fun parts of their lives. Half of them purposely don't take their full amount of vacation days for fear of how it will be perceived. When we learned this, we knew Leinenkugel's Summer Shandy could play the role of hero, encouraging them to take back summer."

The campaign launched first on digital and social media channels ans will roll out on TV, radio and out-of-home over spring and summer.

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