Melbourne-based integrated creative and marketing agency Scooter in conjunction with Clemenger Melbourne have taken home Gold at the Shop! ANZ Retail Marketing Awards 2026 for its work with long-standing client Dulux, in the Sales or Consumer Promotion (non-Grocery) category. The winning entry celebrated one of Australian retail marketing’s most enduring and effective promotional platforms: Dulux & Jelly Beans.
The Dulux Jelly Beans promotion, a ‘Gift With Purchase’ mechanic that rewards shoppers who purchase 8L or more of Dulux paint with a free can of Jelly Beans, has run for 30 years. Over the decades the promotion has evolved into a genuine brand asset. In 2025, the campaign was amplified further with an experiential dimension: a roaming 1.7-metre paint can sampling Jelly Beans outside retailers across Australia, alongside a digital competition inviting shoppers to guess the number of beans in a virtual paint can for a chance to win a $10,000 Golden Jelly Bean or cash to the same value.
The campaign ran across 833 retail outlets including Bunnings, IHG and Inspirations Paint, and delivered a 15 per cent uplift in sales year-on-year, exceeding the 10 per cent target.
Judges praised the entry as “a masterclass in building a repeatable promotional platform that consistently delivers commercial growth,” noting that the Jelly Bean mechanic has evolved from a tactical GWP into an enduring brand asset. One judge described it as “a long-running, beloved mechanic that continues to deliver strong results, supported by clever amplification.”
“This one is genuinely special to us. It’s a campaign that proves that well-crafted promotional thinking refreshed smartly each year can outperform the constant chase for something new. We’re incredibly proud of what we’ve created with the Dulux team and thrilled to see it recognised by the industry,” said Anna Hodgson, CEO of Scooter.
“The Jelly Bean promotion has become part of Dulux’s DNA. Shoppers don’t just recognise it they love it. That kind of equity doesn’t happen by accident, and it doesn’t happen without strong creative and strategic partners,” added Angeline Lee, head of integrated marketing of Dulux.
The Shop! ANZ Retail Marketing Awards recognise excellence in retail marketing and shopper activation across Australia and New Zealand.
