Jakarta, Indonesia – Oreo is giving its iconic “Twist, Lick, Dunk” ritual a bold pop remix, teaming up with K-pop sensation BABYMONSTER for a campaign that moves to a whole new rhythm.
Aptly titled “The Taste That Makes You Dance,” the collaboration turns the world’s favourite cookie into a cultural beatdrop — one that proves great taste really can get people moving.
Created by Leo Indonesia, Oreo’s regional creative hub, the campaign bridges flavour and fandom across six Southeast Asian markets.
Featuring an original K-pop track and choreography by BABYMONSTER, it reimagines Oreo’s signature ritual as “Twist, Lick, Dance.”
To stir excitement, Oreo first released a mysterious teaser styled like a music video shoot—except BABYMONSTER was completely still.
With the freeze, it sparked intrigue among MONSTIEZ and K-pop fans everywhere, leading to the big reveal: the group only starts dancing once they taste the cookie.
“As the world’s No.1 cookie, Oreo loves leading the way in culture. Teaming up with partners who match our playful vibe is key, and with BABYMONSTER, we haven’t just tapped into their infectious energy and undeniable talent,” Jonathan McCarthy, CMO SEA, Mondelez International.
“Together, we’ve reinvented our iconic ritual into a dance that’ll have all Southeast Asia joining in!” beamed McCarthy.
The #TwistLickDance challenge quickly followed, inviting fans to post their own reels, shorts, and spins on the ritual.
To sweeten the mix, Oreo introduced a limited-edition flavour inspired by Korean desserts—marshmallow crème—along with cookie designs created by the band members themselves.
“This partnership confirms what we’ve always known: Oreos are so tasty they inspire a happy dance! With BABYMONSTER, we’ve taken it up a notch, transforming our iconic Twist, Lick, Dunk into Twist, Lick, Dance in a way only they could make happen,” said Lucas Levy, senior director of Marketing SEA, Mondelez International.
“This was a very challenging project. We collaborated with some of the world’s top K-pop artists and experts in modern K-pop dance to bring the idea to life. We worked with a music composer to create an authentic, catchy K-pop track that perfectly conveyed our concept,” said added Ravi Shanker, chief creative officer, Leo Indonesia.
The campaign saw strong engagement across six markets within its first week, with fans snapping up limited packs and flooding feeds with dance videos.
“Then, a visionary director helped translate it all onto the screen. On top of that, we orchestrated the entire campaign across six different markets, each with its own language and culture,” Shanker recalled.
