Oreo and Leo Indonesia reimagine an iconic ritual for a new generation with BABYMONSTER

Oreo has reimagined its iconic “Twist, Lick, Dunk” ritual for a new generation in partnership with global K-pop phenomenon BABYMONSTER, who teams up with OREO to hit you up with a taste so good, it makes you dance.

With BABYMONSTER’s signature charisma and OREO’s crave-worthy taste, the campaign, “The Taste That Makes You Dance,” is inspired by a familiar truth: great taste sparks movement. Featuring a bespoke song released by OREO and original choreography performed by BABYMONSTER, the campaign adds a playful twist to the classic dunk ritual across six Southeast Asian markets, and was created by Oreo’s regional creative hub, Leo Indonesia.

To spark intrigue, Oreo seeded a mysterious film resembling a shoot for the group’s highly awaited new single, only showing the artists just… frozen. Not dancing. The mystery ignited speculation among MONSTIEZ (BABYMONSTER’s fandom) and wider communities: Wait, why isn’t BABYMONSTER dancing?

Then came the reveal. Oreo dropped the hero film, with BABYMONSTER frozen in place until the irresistible taste of Oreo transforms its iconic ritual into “Twist, Lick, Dance” – a cultural remix designed for virality.

The campaign includes a #TwistLickDance challenge, inviting fans to share videos, reels, and creative spins on Oreo’s most-loved ritual.

“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. Together, we’ve reinvented our iconic ritual into a dance that’ll have all Southeast Asia joining in!” says Jonathan McCarthy, CMO SEA, Mondelez International.

Oreo’s adding some extra playfulness to their campaign with a limited-edition flavor inspired by South Korean desserts—marshmallow creme, anyone? Plus, each cookie features a unique design crafted by the band members themselves, creating one-of-a-kind collectibles for superfans.

“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.

Within a week of unveiling the film, the campaign drove significant product uptake and user-generated content across six countries, with fans competing to secure the limited-edition packs.

“This was a very challenging project. We collaborated 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. 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,” added Ravi Shanker, Chief Creative Officer, Leo Indonesia.

Credits
Client: Mondelez International/Oreo SEA
Jonathan Mccarthy : CMO SEA
Lucas Levy : Senior Director of Marketing South East Asia
Cheryl Thiang : Regional Senior Brand Manager Oreo Equity & Innovations
Agency: Leo Indonesia
Chief Executive Officer: Sony Nichani
Chief Creative Officer : Ravi Shanker
Senior Creative Director : Netra Natarajan
Associate Creative Director : Achmad Fauzi
Senior Art Director : Gadis Ghalia
Senior Art Director : Chairul Maulana
Art Director : Rico Eksa
Copywriter : Kane Lestate
Senior Motion Graphic Designer : Maria Irene Aprilia
Project Management Supervisor : Widya Kusumawati
Lyrics: Ravi Shanker, Netra Natarajan
Regional Business Director : Neha Bansal
Account Director : Avisena Qashashi
Senior Account Executive : Dominique Khairunisa
Chief Strategy Officer : Nilakshi Medhi
Associate Planning Director : Andreas Kennardi
Planning Manager : Randi Rakasiwi
Digital Acceleration Lead : Imran Quraishi
Digital Experience Lead : Sugoro Putro
Digital Technology Manager : Dede Supriyatna
Multimedia Programmer : Ubai Ubaidilah
Social Media Director : Anyari Lestari
Social Media Manager : Rendy Wibowo
Senior Social Media Executive : Ananda Rizki
Studio Manager : Iim Rajab
Senior FA Artist : Suryadi Suryadi
Head of Production : Anti Istianti
Head of Broadcast Production: Budiarto Lambot
Broadcast Producer : Shabrina Nugroho
Senior Print Producer : Nurina Windyarini
Artist – BABYMONSTER
Production House: Surplus, South Korea
Director: Lee HoJae
Executive Producer: Hwang Sungmin
DOP: Lee Hyuk
Producer: Chloe Ko
Music: KingKong Sound, South Korea
Music Director: Lee BanSeok
Music producer: Phil Kang