BABYMONSTER has teamed up with Oreo to turn its iconic “Twist, Lick, Dunk” ritual into a dance craze, launching the #TwistLickDance campaign across Southeast Asia.
The collaboration features a custom-made K-pop song produced by Oreo and original choreography performed by BABYMONSTER, inviting fans to learn the steps that guide them to open the cookie, lick the marshmallow-flavored cream and dunk it in milk, now reimagined as a full-body dance sequence.
In addition to music and dance choreographyOreo has launched a set of limited-edition Red Sandwich Cookies filled with marshmallow-flavored cream, inspired by South Korean dessert trends and BABYMONSTER’s bold visual identity.
Each cookie carries a custom artwork designed by group members, turning the treats into collectibles. Multipacks include exclusive photo cards featuring each member, available in core flavours, Vanilla, Chocolate, Strawberry and the new Marshmallow Cream variant, allowing fans to complete a set of seven.
Mondelez International’s Southeast Asia leadership highlighted the cultural resonance of the campaign. “By collaborating with an emerging K-pop group, we haven’t simply 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 drive cultural trends collaborating with partners who reflect its playful spirit, noting the first peaks in sales and widespread participation in the dance challenge.
In addition to digital engagement, Oreo activated the campaign in key markets with in-store roadshows, live sampling events and fan photo zones featuring life-size BABYMONSTER characters. Retail promotions at major chains such as FairPrice and Cold Storage in Singapore and Malaysia offered the chance to win great prizes, including a trip to Korea and official BABYMONSTER merchandise, further connecting the virtual dance challenge with real-world fan experiences.
The Oreo x BABYMONSTER collaboration 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 moves, licks and dunks, the campaign highlights Oreo’s belief that good taste truly makes you dance.
