Oreo has joined forces with global K-pop sensation Babymonster to bring a new twist to its iconic ritual. The campaign, titled “The taste that makes you dance,” reimagines Oreo’s legendary twist, lick, dunk into a fresh, rhythm-filled version — twist, lick, dance.
Created by Leo Indonesia, Oreo’s regional creative hub, the campaign blends music, choreography, and brand storytelling to create a cultural moment across six Southeast Asian markets. At its core lies a simple, playful truth: great taste moves you.
To build anticipation, Oreo released a mysterious teaser film resembling a music video shoot for Babymonster’s next hit — except the group wasn’t moving. Frozen mid-performance, the idols left fans puzzled and intrigued. Social media exploded with speculation: why isn’t Babymonster dancing?
Then came the reveal. In the full hero film, the members finally spring to life after tasting Oreo, transforming the ritual into a viral cultural remix. The result: an irresistible dance anthem powered by an original K-pop track, signature choreography, and Babymonster’s undeniable star power.
The campaign’s highlight is the #TwistLickDance challenge, encouraging fans to post their own interpretations of the dance on social platforms through videos, reels, and remixes. Within a week, the campaign generated a wave of user-generated content and a surge in Oreo sales across the region.
“As the world’s no.1 cookie, Oreo loves leading the way in culture,” said Jonathan McCarthy, CMO SEA, Mondelez International. “Teaming up with Babymonster let us channel their energy and creativity into something unforgettable. Together, we’ve turned a simple cookie ritual into a dance craze sweeping Southeast Asia.”
Adding to the excitement, Oreo has launched a limited-edition South Korean-inspired flavour — featuring marshmallow crème filling and exclusive cookie designs created by Babymonster members. Each pack doubles as a collectible, driving fans to stores across the region.
“This partnership confirms what we’ve always known: Oreos are so tasty they make you dance!” added Lucas Levy, senior marketing director for SEA at Mondelez International. “With Babymonster, we’ve elevated our iconic twist, lick, dunk into twist, lick, dance — something only they could bring to life.”
Behind the campaign’s success lies months of meticulous creative work. Ravi Shanker, chief creative officer at Leo Indonesia, explained: “We collaborated with world-class K-pop artists, choreographers, and composers to craft an authentic sound and movement. Each market has its own language and culture, so ensuring cohesion across six countries was both challenging and rewarding.”
“The taste that makes you dance” spans film, outdoor, and social activations, blurring the lines between pop culture, entertainment, and advertising. With Babymonster’s energy and Oreo’s timeless playfulness, the campaign proves that sometimes, all it takes is one bite — and you can’t help but move.
