Dulux brings back iconic Jelly Beans campaign via DDB, Scooter, Initiative Media + In The Media PR

Dulux is bringing back its iconic Jelly Beans campaign – giving away a free can of jelly beans with every 8L of paint purchased and holding the nation’s largest ever jelly bean guessing competition.

The refreshed Dulux Jelly Beans campaign is a multi-agency initiative involving DDB Group, Scooter, Initiative Media, In The Media PR. Dulux Marketing Team including Richard Hansen – Director of Marketing and Innovation, Angeline Lee – Head of Integrated Marketing and Shelley Roberts – Interior Paint Category Manager.

The giant can is virtual and can be found on the Dulux website – dulux.com.au/guess. Australians can immerse in the digital experience of the guessing game for their chance to win a Golden Bean worth $10,000.

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.

Says Hansen: “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.

“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.

“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.”

Dulux research shows four in five Australians remember the original jelly beans campaign and 56% distinctively identify the paint brand with jelly beans.

The original concept for the promotion stemmed 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.

Says Hansen: “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.

“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.

“We’re looking forward to having fun with this campaign and hope the Australian public get involved, have a guess or buy some paint for that long unfinished project they’ve been putting off.”

Guess & Win competition commences 15 Sep, ends 18 Oct 2025. T&Cs apply.

Dulux Jelly Beans are available in participating stores 22 Sep -19 Oct 2025.

*Purchase 8L of any Dulux paint in one transaction from participating stores during the campaign period to receive one free tin of Dulux jelly beans. Offer available in-store only. While stocks last. Please visit dulux.com.au/JellyBeans for full T&Cs.