OREO brings the K-pop heat with BABYMONSTER in limited-edition collab
A bold K-pop partnership brings OREO closer to Gen Z. Here’s how brands can take notes.
In a move that blends snack-time rituals with performance culture, OREO has partnered with K-pop girl group BABYMONSTER for a limited-edition Southeast Asia campaign. The launch introduces more than just a new cookie flavor. It repositions the iconic ‘Twist, Lick, Dunk’ routine as a full-blown fan experience, complete with music, dance, and offline activations.
@oreo_indonesia Lezatnya OREO, bikin BABYMONSTER Twist, Lick, Dance! #OREOxBABYMONSTER #TwistLickDance
♬ original sound - Oreo Indonesia - Oreo Indonesia
This article explores what the OREO x BABYMONSTER collab means for brand marketers, how the snack brand is extending its cultural playbook, and why experiential content is fast becoming the standard in youth-driven campaigns.
Short on time?
Here is a table of content for quick access:
- What’s new: cookies, cards, and choreography
- Local flavor: on-the-ground brand activations
- What marketers should know
Patrecia Meliana
What's new: cookies, cards, and choreography
The centerpiece of the campaign is the #TwistLickDance, a custom choreography set to a new BABYMONSTER track. A campaign video shows the girl group being pulled from their dressing room to the stage by the power of OREOs, where they perform a song guiding fans through the twist-lick-dunk ritual with a danceable twist.
The cookies themselves also got a makeover. The new red sandwich cookies are filled with marshmallow-flavoured crème and come adorned with custom cookie art inspired by BABYMONSTER’s visual identity. Multipacks include collectible photocards of each member, spread across core flavors like Vanilla, Chocolate, and Strawberry alongside the new limited-edition variant.
This marks the first time OREO has co-created a cookie with a global artist in Southeast Asia. The brand has previously tested similar waters with BLACKPINK in 2022.
Local flavor: on-the-ground brand activations
OREO is taking the partnership beyond screens with local activations across Singapore. These include roadshows and contests at high-traffic retailers like FairPrice, Giant, and Cold Storage.
Activities include fan cam photo ops with BABYMONSTER standees, a wall of fan messages, live cookie sampling, and a dance challenge. A grand prize trip to Korea is also up for grabs.
This multi-touchpoint strategy mirrors earlier OREO efforts such as the BLACKPINK collaboration, which featured retail experiences across seven Asian markets. These campaigns show how OREO is blending physical, digital, and cultural engagement into one integrated fan moment.
What marketers should know
OREO’s BABYMONSTER collab offers more than just a flashy co-branded product. It’s a case study in how legacy brands can stay relevant by tapping into culture, fandom, and physical experiences. Here are four takeaways marketers should pay attention to:
1. Rituals are ripe for remixing
OREO proves you don’t need to reinvent your product. Instead, you can reimagine the moment around it. The twist-lick-dunk becomes a dance move and a challenge. Brands with long-standing rituals should look at ways to turn those habits into shared cultural moments.
Patrecia Meliana
2. Relevance beats reach
Rather than chasing the biggest star, OREO partnered with BABYMONSTER—a rising act with strong momentum and Gen Z appeal in Southeast Asia. This shows that cultural relevance often outperforms celebrity size when it comes to engagement.
Patrecia Meliana
3. Gamification turns fans into marketers
Photocards, challenges, and collectible packs all play into the mechanics of fandom. These elements spark participation and sharing. For brands looking to deepen engagement, this kind of gamification can drive organic traction.
4. IRL still matters in the digital age
OREO’s on-the-ground activations reflect a growing truth in youth marketing. Gen Z may live online, but real-world experiences tied to their digital fandoms hit differently. Smart marketers are blending digital campaigns with tactile moments that audiences can touch, taste, and record.
OREO’s collaboration with BABYMONSTER isn’t just about cookies. It’s a blueprint for how brands can modernize classic rituals into participatory, culture-forward campaigns.
For marketers, the playbook is clear. Let your product’s heritage fuel experiences that meet young audiences where they are—online, in-store, and on the dance floor.
