This document discusses the brand story, vision, mission and personality of Oreo cookies. It outlines the brand's use of paid, owned and earned media to build awareness through storytelling and advertising campaigns. Specific initiatives covered include Daily Twist from 2012, the Dublin Twist launched in Ireland in 2013, and the Play with Oreo campaign from 2015 which featured various videos and encouraged creative expression. The document also mentions Oreo's global expansion and examples of co-branding partnerships.