BABYMONSTER and Oreo Collaboration Transforms ‘Twist, Lick, Dunk’ Into a K-Pop Sensation

BABYMONSTER and Oreo: A Sweet Dance Collaboration

The vibrant K-pop group BABYMONSTER has joined forces with the iconic cookie brand Oreo to inspire a new cultural phenomenon, launching the #TwistLickDance campaign that spreads across Southeast Asia. This collaboration aims to reimagine Oreo’s beloved “Twist, Lick, Dunk” ritual as an exciting dance trend.

Transforming Traditions into Dance

A new K-pop track, specially created by Oreo, serves as the auditory backdrop for original choreography performed by BABYMONSTER. The campaign encourages fans to engage in the complete sequence: twisting open the cookie, savoring the marshmallow-flavored crème, and dunking it in milk—all while performing a full-body dance designed to highlight these movements.

Limited-Edition Cookies for Fans

Complementing the music and dance challenge, Oreo has introduced a limited series of Red Sandwich Cookies filled with marshmallow crème, drawing inspiration from popular South Korean desserts and BABYMONSTER’s striking visual identity. Each cookie features unique artwork crafted by the group members, transforming these treats into collectible masterpieces.

Collector’s Items and Exclusive Content

The multipack offerings include exclusive photocards, which showcase each BABYMONSTER member, available alongside classic flavors such as Vanilla, Chocolate, Strawberry, and the new marshmallow crème option, allowing fans to curate a complete collection of seven.

Engagement on Multiple Levels

According to Mondelez International’s Southeast Asia leadership, this campaign deeply resonates with local culture. Lucas Levy, Senior Director of Marketing for Southeast Asia, expressed that the partnership has not only redefined the Oreo ritual but also created an engaging intersection of music, dance, and flavor. CMO Jonathan McCarthy emphasized Oreo’s objective to spearhead cultural trends by collaborating with partners that share its playful ethos, highlighting initial sales boosts and enthusiastic participation in the dance initiative.

Experiential Marketing Strategies

The campaign goes beyond digital platforms, featuring in-store roadshows, live sampling events, and fan photo opportunities with life-size BABYMONSTER standees in key markets. Retail promotions at prominent outlets such as FairPrice and Cold Storage in Singapore and Malaysia have offered fans a chance to win exciting prizes, including a trip to Korea and official BABYMONSTER merchandise, bridging the gap between virtual engagement and tangible fan experiences.

A Trendsetting Collaboration

This collaboration with BABYMONSTER marks Oreo’s inaugural artist co-creation in Southeast Asia and follows their successful 2022 partnership with BLACKPINK. It reflects Oreo’s ongoing strategy of revamping familiar customs into cultural experiences that resonate strongly with Gen Z audiences. As fans enthusiastically share their twist-lick-dunk routines online, the campaign reinforces the notion that great taste inspires joyful expression through dance.