OREO Teams Up with BABYMONSTER for Playful Dance Challenge

In a creative collaboration that combines music, dance, and a new cookie flavor, OREO has partnered with BABYMONSTER, a rising K-pop group, to launch the #TwistLickDance challenge. This initiative, unveiled on October 1, 2025, aims to engage fans in Malaysia through a unique twist on its iconic cookie ritual, inviting them to celebrate with a new cookie flavor and artist-designed collectibles.

A Playful Collaboration

The partnership marks a significant moment for OREO, known for its innovative marketing strategies. The collaboration features the limited-edition OREO BABYMONSTER Red Sandwich Cookies, which are infused with marshmallow-flavored crème, reflecting the bold identity of BABYMONSTER. This is the first time OREO has co-created a cookie experience with a global artist, highlighting the brand’s commitment to cultural relevance.

“This collaboration puts us right on the pulse of culture,” said Lucas Levy, Senior Director of Marketing at Mondelēz International in Southeast Asia. “We’re creating a shared moment where music, movement, and taste collide, reimagining OREO’s iconic ritual into a #TwistLickDance revolution that resonates with a new generation of fans.”

Exclusive Offerings and Fan Engagement

The launch not only introduces a new flavor but also offers fans a chance to collect custom-designed cookies by BABYMONSTER members. The cookies will be available in core flavors such as Vanilla, Chocolate, and Strawberry, alongside the limited-edition marshmallow flavor. Purchases of the OREO x BABYMONSTER multipack will come with exclusive photocards, with a total of seven cards available for fans to collect.

To celebrate this playful collaboration, OREO is organizing nationwide roadshows and contests in Malaysia, designed to engage fans directly with the brand. Participants can join the #TwistLickDance challenge, which encourages them to showcase their moves alongside the bespoke song released for the launch.

For updates and further information on the collaboration, fans can visit the dedicated website at http://www.oreobm.com and follow @oreo.mysg on social media platforms, including TikTok, to join the conversation using the hashtags #TwistLickDance and #OREOxBABYMONSTERMY.

With operations in over 150 countries and a strong presence in Southeast Asia, Mondelēz International is a leader in the snacking industry, boasting a portfolio of iconic brands. The company’s net revenues reached approximately $36 billion in 2024, showcasing its commitment to providing consumers with enjoyable snack options.

OREO’s collaboration with BABYMONSTER reflects the brand’s ongoing efforts to innovate and connect with younger audiences, ensuring that every cookie experience is not just about taste, but also about fun and cultural engagement.