Dulux has revisited its famous jelly bean campaign via DDB Group, Scooter, Initiative Media and In The Media PR.
“Our jelly beans promotion that first began more than three decades ago has become synonymous with the fun and colour that Dulux represents,” said Dulux marketing director Richard Hansen.
“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.”
The original concept for the promotion came 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’ had golden tickets given away in each state to win a Mazda 121, then shaped like a jelly bean.
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