BABYMONSTER has teamed up with Oreo to transform its iconic "Twist, Lick, Dunk" ritual into a dance craze, launching the #TwistLickDance campaign across Southeast Asia.
The collaboration features a bespoke K-pop track produced by Oreo and original choreography performed by BABYMONSTER, inviting fans to learn the steps that guide them through twisting open the cookie, licking its marshmallow-flavored crème, and dunking it in milk, now reimagined as a full-body dance sequence.
On top of the music and dance choreography, Oreo rolled out a set of limited-edition Red Sandwich Cookies filled with marshmallow-flavored crème, inspired by South Korean dessert trends and BABYMONSTER's bold visual identity.
Each cookie bears custom artwork sketched by the group members, turning the treats into collectible items. Multipacks include exclusive photocards featuring each member, available in core flavors, Vanilla, Chocolate, Strawberry, and the new marshmallow crème variant, allowing fans to complete a set of seven.
Mondelez International's Southeast Asia leadership emphasized the campaign's cultural resonance. "By partnering with a rising K-pop act, we haven't just reinvented our ritual; we've created a shared moment where music, movement, and taste collide," said Lucas Levy, Senior Director of Marketing for Southeast Asia. Jonathan McCarthy, CMO SEA at Mondelez, added that Oreo aims to lead cultural trends by collaborating with partners who match its playful spirit, noting early sales spikes and widespread participation in the dance challenge.
Beyond digital engagement, Oreo activated the campaign in key markets with in-store roadshows, live sampling events, and fan photo zones featuring life-size BABYMONSTER standees. Retail promotions at major chains like FairPrice and Cold Storage in Singapore and Malaysia offered chances to win grand prizes, including a trip to Korea and official BABYMONSTER merchandise, further bridging the virtual dance challenge with real-world fan experiences.
The Oreo x BABYMONSTER collab marks Oreo's first artist co-creation in Southeast Asia and follows its 2022 partnership with BLACKPINK, demonstrating the brand's strategy of remixing familiar rituals into cultural moments that resonate with Gen Z audiences. As fans continue to post their twist-lick-dunk moves, the campaign underlines Oreo's belief that great taste truly does make you dance.
