‘We knew we had to refresh it’: Dulux brings back nostalgic Jelly Bean campaign

September 15, 2025 9:01

Dulux's 2025 Jelly Beans campaign

Dulux has rolled out a campaign that delivers its nostalgic jelly bean promotion with a modern twist.

The paint brand’s latest platform is an updated version of its 1991 “Jelly Bean Campaign” where tickets were handed out in each state for the chance to win a bean-shaped Mazda 121. The idea was born from a retail conference in 1988 where the confectionary was given to attendees.

Different variations of the platform have aired over the years, including one in 2019 where toy dogs were given away in addition to the beans.

Now, the well-known promotion where customers receive “a free can of jelly beans with every 8L of paint purchased” is back from the end of September with a virtual component — a competition where participants have to guess the number of jelly beans in a digital can.

The decision to make part of the campaign digital was made as a way to differentiate the platform from its past iterations.

In-store activation for the 2011 Jelly Bean campaign

“The biggest difference in our campaign this year is the introduction of Australia’s largest jelly bean guessing competition, which is completely virtual,” Dulux’s marketing director, Richard Hansen, said in an email sent to Mumbrella.

“People can jump online, explore our giant digital can of jelly beans, and put their best guess in for the chance to win a Golden Bean valued at $10,000. It’s a way of modernising the campaign while still honouring the nostalgia people feel for it.

“We’ve also added an on-the-ground element with a giant 1.7 metre jelly bean can travelling around to Bunnings and Mitre 10 stores. That’s all about bringing the campaign to life in a tangible way while still engaging people through digital channels – a mix that makes it feel fresh compared to the early 90s versions.”

The work was informed by research conducted by Dulux. The brand found that “four in five Australians remember the original jelly beans campaign and 56% distinctively identify the paint brand with jelly beans”.

Despite leaning on nostalgia for the platform, Hansen said that today’s audiences have different expectations, so striking a balance between the past and present was essential.

“Nostalgia is incredibly powerful … That’s something you don’t want to lose, so we were very careful to retain the simple magic of getting a can of jelly beans with your paint. That’s what sparks the memories for people who grew up with the promotion,” Hansen said.

“At the same time, we knew we had to refresh it for a new generation. Today’s Australians expect interactive and digital experiences, so introducing the online guessing competition felt like the right way to modernise.”

But according to Hansen, ensuring cohesion between the campaign’s elements — a digital competition and a real-world giveaway — was a challenge, one that he feels the brand successfully pulled off.

“The main challenge was making sure those two elements felt like part of the same story – the nostalgic fun of the giveaway alongside a digital competition that feels exciting and contemporary. I think we’ve struck a good balance by keeping the campaign playful at its core.”

The work’s timing is also no coincidence. Hansen explained that spring “is one of the busiest times for painting and DIY”. Consequently, rolling out the campaign during the peak season for renovations allows the brand to appeal to consumers’ nostalgia for the platform, while offering them an incentive to purchase their products.

Jelly Bean ute

“This campaign has a special place in the hearts of Australians, and for us, that connection is invaluable. When people see jelly beans, they think of bright, bold colours – and that aligns perfectly with Dulux paints,” Hansen said.

“We know a lot of Australians are planning projects, and a campaign like this not only sparks excitement but also drives people in-store. It gives them a little extra incentive – a can of jelly beans – and a big moment to engage with the brand through the guessing competition.

“At its heart, this campaign brings people joy, and we think in 2025 that’s exactly what customers are looking for. It’s fun, it’s memorable, and it reminds Australians why Dulux has been their most trusted paint brand for decades.”

Dulux’s internal marketing team worked with several agencies on the platform, including In The Media PR, Scooter, Initiative Media and DDB Group.

The 2025 iteration of the Jelly Bean campaign will play in market across radio, out of home, digital, SVOD and BVOD channels from September 15 to October 18, with the TV aspect starting from September 29.