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.

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McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. 

Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.

Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.

Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. 

The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.

Lastly, prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.

This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Mimrah Mahmood, vice president for enterprise (APAC) and partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”

He added, “Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”

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