Dulux is bringing back its Jelly Beans campaign from 1991. To complement the campaign, Dulux is holding a jelly bean guessing competition, with winners gifted cans of jelly beans with every 8L of paint purchased.
The original concept for the campaign was born from a 1988 retail conference, when the lollies were given away as gifts for attendees. They were so popular that the idea was born to use jelly beans for a nationwide Dulux promotion.
In 1991, the Dulux ‘Jelly Bean Campaign’ began with golden tickets given away in each state to win a Mazda 121 because it was shaped like a bean. The Jelly Bean campaign concept ran for several years following the original concept.
“Our jelly beans promotion that first began more than three decades ago has become synonymous with the fun and colour that Dulux represents. Many Australians have fond memories of this promotion running when they were a kid and the excitement of being able to choose a paint colour to repaint their bedroom or a piece of furniture in their house,” Dulux marketing director Richard Hansen said.
“We’ve got a modern twist this year with Australia’s largest jelly bean guessing competition. Participants can jump online to view our giant virtual can of jelly beans and try to pick how many are inside,” Hansen added.
The giant can is virtual and can be found on the Dulux website. Australians can immerse themselves in the digital experience of the guessing game for their chance to win a Golden Bean worth $10,000.
“We know every year there are many Australians keen to get their paint projects started, so we’re hoping a can of jelly beans gives them another reason to get the job done,” Hansen said.
Dulux research found that four in five Australians remember the original jelly beans campaign and 56 per cent associate the paint brand with jelly beans.
“We have Dulux employees still with us today who have fond memories of putting a golden ticket in a jelly bean can in the Perth warehouse at that time,” Hansen added.
“It’s great to think that more than 30 years later, our customers still have that same sense of excitement and joy associated with this campaign. When people see jelly beans they think of bright, bold colours and that vibrant palette is also associated with Dulux paints,” he said.
“We’re looking forward to having fun with this campaign and hope the Australian public gets involved, has a guess or buys some paint for that long unfinished project they’ve been putting off”.
As part of the campaign, Dulux is also hitting the road with a giant jelly bean can on the back of a ute. The 1.7m can will visit various Bunnings and Mitre 10 stores across Australia as part of the promotion.
The refreshed Dulux Jelly Beans campaign is a multi-agency initiative involving DDB Group, Scooter, Initiative Media, and In The Media PR. Dulux Marketing Team includes Richard Hansen, director of marketing and innovation, Angeline Lee, head of integrated marketing, and Shelley Roberts, interior paint category manager.
The Guess & Win competition commences on 15 September and ends on 18 October, 2025. T&Cs apply.
