The iconic Dulux Jelly Beans promotion, now in its 30th year, was starting to lose relevance with consumers. With public concerns over sugar, lack of connection with Dulux marketing strategy, and competitors beginning to create their own versions of the Jelly Beans promotion - it was clear this age-old promotion needed to evolve.
SPRING INTO IT with Dulux
After doing a little bit of digging, we discovered the Dulux Dog had recently had a litter of Dulux puppies. We identified this an incredible opportunity to create new news and excitement for the Dulux brand that could also act as a powerful emotional lever to drive conversion in-store.
How it worked: Simply buy 8L of Dulux paint and get your FREE Dulux Jelly Beans + 1 of 5 collectable Dulux puppy soft toys (each versions of their real life puppies). Every Puppy was accompanied by a playful profile about the puppy and prompted people to go online to engage more deeply in the campaign. Online customers could learn more about their puppy, learn about Dulux's colour trends and home rejuvenation ideas - but most importantly how their purchase was making a difference to animal welfare. As part of every sale made Dulux donated $1 to Second Chance Animal Rescue, helping build a new animal hospital.
As part of the campaign the Dulux Puppies went on tour. At select Bunnings stores families could get up close with the gorgeous fluff-balls, and share their experiences on social media.
The campaign ran across TV, OOH, digital, social, in-store, experiential, PR, Influencers and radio.
Back-to-back-to-back-to-back weeks of the biggest sales Dulux has had in it's history.