OREO has reimagined its iconic “Twist, Lick, Dunk” ritual for a new generation with global K-pop phenomenon BABYMONSTER. The collaboration introduces a culture-first remix—“Twist, Lick, Dance”—powered by a bespoke OREO song and original choreography performed by the group.
From taste to movement
Grounded in a simple truth—great taste sparks movement—the campaign invites fans to feel the beat of OREO’s crave-worthy flavor. BABYMONSTER’s signature charisma meets OREO’s playful brand world to deliver an earworm track and steps made for instant sharing.
The tease-and-reveal rollout
To build intrigue, OREO seeded a mysterious “shoot” film where BABYMONSTER appears… frozen. Not dancing. The bait worked: MONSTIEZ and broader audiences speculated why. Then came the reveal—OREO dropped the hero film and the taste unlocked the move, transforming the ritual into “Twist, Lick, Dance.”
Fueling UGC: the #TwistLickDance challenge
Fans are invited to post videos, Reels, and creative spins on OREO’s most-loved ritual. Within the first week, the challenge spurred notable user-generated content and product uptake as collectors raced to secure the limited-edition packs.
Limited-edition flavor and collectible designs
OREO adds extra play with a South Korea–inspired limited flavor—think marshmallow crème vibes—and cookies featuring unique designs crafted by BABYMONSTER members. The result: edible collectibles for superfans.
Built for OOH + social scale
“The Taste That Makes You Dance” spans film, outdoor, and social. Large-format OOH carries the beat into public space, while the social challenge drives repeat exposure and participation across six Southeast Asian markets—creating a feedback loop between physical presence and digital sharing.
Credits and regional execution
Developed by Leo Indonesia for OREO and Mondelez International (SEA), the campaign coordinates music composition, choreography, and production across diverse languages and cultures—demonstrating a regional playbook designed for virality.
FAQs about this campaign
What is ‘The Taste That Makes You Dance’ campaign?
A multi-market OREO x BABYMONSTER collaboration that remixes ‘Twist, Lick, Dunk’ into ‘Twist, Lick, Dance’ through a bespoke song, original choreography, and a social dance challenge.
Where did the campaign run?
Across six Southeast Asian markets, supported by film, outdoor, and social activations.
How did the teaser work?
OREO seeded a cryptic ‘frozen’ shoot film. Fans asked why BABYMONSTER wasn’t dancing—until the hero film revealed the new ritual and dance.
What products are included?
Limited-edition packs with a South Korea–inspired flavor (e.g., marshmallow crème notes) and cookie designs crafted by the band members.
Who created the campaign?
OREO’s regional creative hub, Leo Indonesia, with Mondelez SEA leadership.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
