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Mountain Dew, a brand of Purchase, N.Y.-based PepsiCo Inc., is kicking off 2017 with a new global Do the DEW campaign centered on the belief that there’s no feeling like doing, the company says. Set to appear in more than 20 countries around the world throughout 2017, the effort features a series of creative designs with the mobile consumer in mind. The first piece in the series, titled “Fade Away,” debuted January 9, 2017 on social media and TV, and stars 21-year-old (High School Class of 2013) aspiring cosmetologist Jessica Riley. The start of the new campaign also brings a unified visual identity for the global brand, it says.

This year’s global Do the DEW creative, directed by music and commercial director Andreas Nilsson, features people in action as they chase the euphoric feeling of doing, the company explains. In “Fade Away,” the ad brings to life the feeling Riley experiences when she is at the height of her beauty and everything around her fades away, leaving her with an exhilarating sensation, it adds. The campaign will visualize the feeling of doing additional creative that is set to roll out throughout the year.

The U.S. campaign is heavily optimized for social, including the ads that were designed to live within the mobile environment and launched through a vertical video format on Jessica Riley’s Facebook page. The brand is using platforms like Twitter, Snapchat, Facebook Live, Facebook Video and Instagram Stories to visualize the feeling of doing and engage the DEW Nation to share their own exhilarating experiences, it says.

“Knowing that the majority of our Millennial consumers see messages first in the palm of their hand, it’s no longer about figuring out how creativity can be optimized for mobile at the end of production, but now how it can be designed to thrive in mobile from the outset,” Lyons said.