Dulux is bringing back its Jelly Bean campaign, which was first launched in 1991, by giving away a can of jelly beans with every purchase of an eight-litre tin of paint.

The campaign is a collaborative effort involving DDB Group, Scooter, IPG MediaBrands, In The Media PR, and the Dulux Marketing Team and will run from September 22 to October 19, 2025.

A feature of this year’s campaign is Australia’s largest jelly bean guessing competition, offering participants the chance to win a golden bean worth $10,000.

“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,” said Dulux Marketing Director Richard Hansen.

The campaign will also feature a giant jelly bean can mounted on a ute, which will be visiting Bunnings and Mitre 10 stores across Australia. This mobile attraction aims to draw attention and encourage participation in the guessing competition. Participants can engage with the campaign online by viewing a virtual giant can of jelly beans and attempting to guess the number of beans inside.

“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 stated.

Dulux’s research suggests that the original campaign left a lasting impression, with four in five Australians recalling the jelly beans promotion and 56% associating the brand with jelly beans.

“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 added.

The original Jelly Bean Campaign was inspired by a 1988 retail conference where jelly beans were distributed as gifts. Hansen noted the lasting impact of the campaign on both customers and employees: “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,” Hansen remarked. “When people see jelly beans they think of bright bold colours and that vibrant palette is also associated with Dulux paints.”