Why Isn’t BABYMONSTER Dancing?
Oreo has the answer
14th October 2025, Jakarta – 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 OREOto 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 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. 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.
“The Taste That Makes You Dance” spans film, outdoor, and social activations.
