Dulux is bringing back one of its most beloved promotions — the Jelly Beans Campaign — and giving it a modern, digital twist. Starting September 15, Australians purchasing 8L of paint will receive a free can of jelly beans and can take part in the country’s biggest-ever jelly bean guessing competition for a chance to win a Golden Bean valued at $10,000.
“Over 30 years ago, our jelly beans promotion became a symbol of the fun and colour Dulux represents,” said Richard Hansen, marketing director at Dulux. “Many Australians still remember picking a colour to repaint their bedroom or furniture and getting excited about the giveaway. This year we’re making it bigger and more interactive.”
The campaign’s centrepiece is a giant virtual can of jelly beans hosted on the Dulux website. Participants can explore the digital can and submit their best guess at how many beans it holds. “We want to bring that same sense of joy into today’s homes while encouraging people to get started on those paint projects they’ve been putting off,” Hansen added.
Dulux’s own research shows just how iconic the campaign has become: four out of five Australians recall the original promotion, and over half associate jelly beans directly with the brand. The concept dates back to a 1988 retail conference where the colourful sweets were handed out as gifts and proved so popular that the company turned them into a national promotion. The first official Jelly Bean Campaign launched in 1991, complete with “golden tickets” that awarded winners a Mazda 121, famously chosen for its bean-like shape.
To give the 2025 edition an extra splash of excitement, Dulux is taking a giant 1.7-metre can of jelly beans on a road trip to visit Bunnings and Mitre 10 stores across the country. Customers will be able to see the can up close, join the competition, and stock up on paint for their next home project.
The refreshed campaign is the result of a multi-agency collaboration with DDB Group, Scooter, Initiative Media, and In The Media PR, and features contributions from Dulux’s senior marketing team, including director of marketing and innovation Richard Hansen, head of integrated marketing Angeline Lee, and interior paint category manager Shelley Roberts.
The Guess & Win competition runs from September 15 to October 18, 2025, with thousands of Australians expected to take part.
