Bringing winning energy to a Dulux classic.
Background
DIY can be daunting. So, it’s no wonder paint procrastination is a thing. And with growing competition in the paint aisle, it can get overwhelming.
As the market leader, Dulux was looking to grow sales and volume in spring. But driving success is not easy, when people aren’t exactly rushing to pick up a paint brush.
Results and Recognition
While other Gift with Purchases have disappeared from Bunnings, this one grew stronger. Sales uplift exceeded targets with a 15% increase YoY.
The sweet results continued with recognition from leaders in the industry, being awarded gold at the 2026 Shop! ANZ Awards.
Challenge
A strong sales promotion was needed. But with so many in store logistical hurdles and compliance issues, they are generally vetoed by Bunnings.
Except, there is one. Of all the promotions, there is only one thatBunnings allows. One that has been an icon for over 30 years – Dulux Jelly Beans.
But how do you bring it back in a new way that re-energises this generational classic?
Solution
Dulux Jelly Beans were back! This time, we evolved it like never before. It not only stood out in store, but Australians got the chance to engage with it in a whole new way.
The classic game of ‘guess the number of jelly beans in a jar’ was given an innovative twist, with a giant virtual bean-filled can online. The prize? A golden jelly bean or$10,000 in cash.
The promotion was driven by an attention grabbing 1.7m Dulux Jelly Beans can on a Dulux truck that drew crowds at Bunnings and beyond.
