OREO and BABYMONSTER bring cookies to the dance floor in limited-edition collab

OREO has teamed up with K-pop sensation BABYMONSTER for a limited-edition launch that reinvents its iconic 'Twist, Lick, Dunk' ritual.

The OREO x BABYMONSTER drop introduces the #TwistLickDance, a playful new way to enjoy the cookie with a custom track and choreography by the group. In a video, the members are first seen snacking on OREOs in their dressing room before the cookies “pull” them back on stage, where they perform the dance to a song that cues fans to twist, lick, and dunk.

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The launch marks the first time in Southeast Asia that OREO has co-created a cookie with a global artist.

The limited-edition red sandwich cookies feature marshmallow-flavoured crème, inspired by BABYMONSTER’s bold identity, alongside custom cookie designs created by the band.

Each OREO x BABYMONSTER multipack also comes with collectible photocards of the members, available across core flavours including Vanilla, Chocolate, Strawberry, and the special Red Sandwich Cookies. Fans can collect all seven to complete the set.

To celebrate the launch, OREO is rolling out local activations across Singapore, including roadshows, contests, and interactive experiences. Participating locations include FairPrice Jurong Point, FairPrice VivoCity, FairPrice AMK Hub, Giant Tampines WRS, Giant IMM, and Cold Storage Suntec City.

Activities include snapping fan cam photos with BABYMONSTER standees, leaving messages on a 'wall of fans', grooving to the new track and dance challenge, sampling limited-edition cookies, and winning prizes including a grand trip to Korea.

Prior to the launch, OREO seeded a mysterious film resembling a shoot for the group's highly awaited new single. However, the artists were not dancing and remained frozen. This ignited speculation among fans. 

“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,” said Jonathan McCarthy, CMO SEA, Mondelez International.

“This collaboration puts us right on the pulse of culture. By bringing together the playful spirit of OREO and the global energy of BABYMONSTER, we’re creating a shared moment where music, movement and taste collide. With BABYMONSTER, we’re reimagining OREO’s iconic ritual into a #TwistLickDance revolution that resonates with a new generation of fans," added Lucas Levy, Mondelez senior director of marketing, Southeast Asia. 

In tandem, Ravi Shanker, chief creative officer, Leo Indonesia said "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," he added. 

This isn’t OREO’s first collaboration with a K-pop girl group. In 2022, it teamed up with South Korean mega girl group BLACKPINK for a landmark OREO x BLACKPINK collaboration. Fans of the cookie and BLACKPINK enjoyed bespoke products and a series of activities across Indonesia, the Philippines, Thailand, Malaysia, Singapore, Vietnam, and South Korea.

The collaboration rolled out in waves across key markets, featuring two BLACKPINK-inspired limited-edition variants available at major retailers and eCommerce platforms. With its combined fanbase, the OREO x BLACKPINK launch quickly cemented its place in the brand’s collaboration hall of fame. This initiative was exclusive to Asian markets.

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