What does it take for an iconic brand to still feel made for today? For Mondel?z Thailand, the answer lies in knowing when and how to show up in the moments that matter to a new generation. That approach has earned the company five wins at the Marketing Excellence Awards Thailand 2026 for two very different campaigns for OREO and Halls that were built around culture, collaboration and participation.
Those campaigns took very different routes to the same goal. OREO x BABYMONSTER tapped into K-pop and fan participation, winning awards spanning Advertising, Customer Engagement, Influencer/KOL Marketing and Integrated Marketing. Halls XS x Singha Lemon Soda turned a shared refreshment proposition into a summer collaboration, taking Gold for Influencer/KOLs Marketing.
Idara Huang, Managing Director, Mondel?z International (Thailand), said: "We believe marketing starts before the brief, with the small shifts in how people live, choose, snack and connect. At Mondel?z, our role is to turn those insights into ideas that make our iconic brands part of moments that matter in people's lives and in culture. OREO x BABYMONSTER and Halls XS x Singha Lemon Soda are two very different examples of that thinking in action. These awards reflect the curiosity and courage of our teams to keep our brands moving with people, while always exploring what's next."
OREO x BABYMONSTER tapped into Thais' love of K-pop and K-culture, mixing a new product with music, dance and fan participation. The collaboration introduced limited-edition cookies, including a new red cookie with marshmallow creme, alongside an original campaign song and choreography for #TwistLickDance that invited fans to join in and make it their own. Its recognition at the awards across advertising, engagement, influencer/KOLs and integrated marketing shows how one idea can travel across product, content, culture and participation.
Halls XS x Singha Lemon Soda tapped into a very different moment: Thailand's summer and the need for refreshment. Bringing together Halls XS's signature cooling sensation with Singha Lemon Soda's distinctive taste, the collaboration launched two new flavour pairings and came to life through entertainment and influencer partnerships, including around Songkran.
Different ideas, same instinct: know where the brand belongs, stay true to what people already love about it, and find a fresh way to show up in the culture and moments they care about.
With more than 100 years of global heritage behind both OREO and Halls, the five wins show how iconic brands can keep moving with the times without losing what made people love them in the first place - and keep finding fresh ways to connect with each new generation.