When your grandchildren start asking if you've tried the 'Clinkers Challenge,' you know something significant is happening in the confectionery world. The colourful chocolate treats that have been tucked away in Australian lolly bowls for decades have suddenly found themselves at the centre of a global social media phenomenon—and the result has been bare supermarket shelves from Cairns to Cradle Mountain.
The social media trend has racked up over 2,773 posts under the #clinkers hashtag, with users employing the rainbow-coloured treats to make everything from minor daily decisions to major life choices.
The premise is delightfully simple: assign different outcomes to each colour, bite into a Clinker, and let fate (and confectionery) decide your path forward.
When simple sweets meet social media madness
Cadbury has confirmed they've been 'watching the Clinkers Challenge explode on social media' and are loving the creative energy surrounding their product. But they couldn't have predicted the supply chain chaos that would follow.
The challenge works like this: participants state potential outcomes for different scenarios—perhaps 'pink means I'll cut my hair, yellow means I'll keep it long, and green means I'll try a completely new style.'
They then bite into a Clinker chocolate. If the coloured centre matches their stated choice, or if the Clinker makes its characteristic 'clink' sound, that becomes their decision.
'The excitement surrounding the Clinkers Challenge has definitely contributed to the incredible demand. We simply couldn't keep up with the buzz.'
A sweet slice of Australian history
Clinkers first appeared in the mid-20th century and quickly gained popularity in Australia. The story of Clinkers started with Cadbury, with Pascall products first produced in Australia as a joint venture between the Cadbury Brothers and James Pascall at the Cadbury factory in Tasmania in 1923.
The Clinkers story
The chocolates come in three distinct flavours: raspberry (pink), banana (yellow), and lime (green).
The name 'Clinkers' is thought to be related to the distinctive sound they make—'clink clink'—when shaken or bitten.
Each chocolate features colourful candy centres dipped in smooth Cadbury milk chocolate, with the chocolate portion making up 67 per cent of each treat.
For many Australians over 60, Clinkers represent more than just a sweet treat. They're tied to fond childhood memories, with kids eagerly sharing the colourful treats with friends and enjoying the playful guessing game of what flavour each candy held inside.
Many Australians have fond memories of finding Clinkers in party bags or sharing them with friends and family.
The great Clinkers shortage of 2024
The viral phenomenon has created unprecedented demand that has caught both Cadbury and retailers off guard. Reports from across the country confirm that major supermarket chains including Coles, Woolworths, and even smaller retailers like IGA and The Reject Shop have been completely cleaned out.
International retailers are also reporting stock issues, with some noting 'There might be a delay in fulfilling your order if you add this product. It's been having some stock issues for the past week and our supplier is asking for more time.'
Did you know?
Did you know?
Over the decades, Clinkers have featured in various advertising campaigns with catchy slogans and playful visuals that highlighted the candy's cheerful and whimsical nature, mainly appealing to children and families. The current TikTok trend represents the first time the product has achieved viral status through user-generated content rather than traditional marketing.
The psychology behind the craze
What makes the Clinkers Challenge so appealing across different age groups? Decision-making fatigue is a real phenomenon that affects people of all ages, from choosing what to watch on Netflix to making significant life changes. The chocolate-based decision system offers a playful way to break through analysis paralysis.
The trend taps into something fundamentally human—our desire to find patterns and meaning in random events. It's the same psychological appeal that drives people to flip coins, consult horoscopes, or use other chance-based decision-making methods.
When will the madness end?
Cadbury has indicated they'll make an announcement soon about restocking and have told customers to keep an eye out, with supplies expected to return sometime in October. 'Our team at the factory are working around the clock to bring Clinkers back to shelves as soon as possible,' the spokesperson said.
What this means for traditional brands
The Clinkers phenomenon offers fascinating insights into how traditional Australian brands can find new life through social media trends. Clinkers have achieved iconic status as a beloved candy in Australia, representing a blend of tradition and fun that resonates with generations, and their popularity endures, making them a cherished element in Australia's rich candy culture.
Lessons from the Clinkers craze
- Viral trends can create massive demand spikes that traditional manufacturing struggles to meet
- Nostalgic products have built-in advantages when they become social media sensations
- Cross-generational appeal is possible when the concept is simple and engaging
- Supply chain flexibility becomes crucial in the age of viral marketing
For established confectionery brands, the Clinkers challenge demonstrates both the opportunity and the risk of viral fame. While the publicity is invaluable, the inability to meet sudden demand can frustrate loyal customers and potentially damage long-term relationships.
The bigger picture
This isn't just about chocolate shortages—it's about how social media continues to reshape consumer behaviour and business operations. Traditional retailers and manufacturers are increasingly finding themselves at the mercy of algorithmic fame, where decades-old products can suddenly become the hottest commodity overnight.
The Clinkers Challenge also highlights something lovely about Australian culture—our ability to find joy in simple pleasures. Whether you're 16 or 60, there's something universally appealing about letting a piece of chocolate help you make decisions.
A sweet return to normalcy
While we wait for Cadbury to catch up with demand, it's worth remembering that this viral moment has given new life to a genuinely Australian creation. The combination represents 'Australia's favourite chocolate Cadbury Dairy Milk and the iconic Pascall Clinkers,' proudly made in Tasmania.
The return of Clinkers to supermarket shelves will likely be met with the same enthusiasm that created the shortage in the first place. But perhaps this experience will encourage both manufacturers and retailers to better prepare for the unpredictable nature of viral trends.
Until then, those difficult life decisions will have to be made the old-fashioned way—though after experiencing the joy of chocolate-based decision making, regular coins and Magic 8-Balls might seem a bit dull.
What's your experience been with trying to find Clinkers during this shortage? Have you been tempted to try the challenge yourself, or do you have your own tried-and-tested methods for making tricky decisions? We'd love to hear your thoughts and any creative alternatives you've discovered while waiting for these colourful chocolates to return to our shelves.
Original Article
https://kitchen.nine.com.au/latest/...-shelves/90759018-01dc-424c-827e-4e25c3a46017
Clinkers Trend
Cited text: Sign up for an account or log back into TikTok.
Excerpt: The viral TikTok trend has racked up over 2,773 posts under the #clinkers hashtag
https://www.tiktok.com/discover/clinkers-trend
#clinkers | TikTok
Cited text: clinkers | 2773 posts Watch the latest videos about #clinkers on TikTok.
Excerpt: The viral TikTok trend has racked up over 2,773 posts under the #clinkers hashtag
https://www.tiktok.com/tag/clinkers?lang=en
Clinkers (History of Australian Candy) - History of Candy
Cited text: The name “Clinkers” is thought to be related to the sound they make.
Excerpt: If the coloured centre matches their stated choice, or if the Clinker makes its characteristic 'clink' sound
https://historyofcandy.com/clinkers/
Clinkers (History of Australian Candy) - History of Candy
Cited text: Clinkers first appeared in the mid-20th century. These candies quickly gained popularity in Australia.
Excerpt: Clinkers first appeared in the mid-20th century and quickly gained popularity in Australia
https://historyofcandy.com/clinkers/
Clinkers (History of Australian Candy) - History of Candy
Cited text: The story of Clinkers started with Cadbury, a name synonymous with quality chocolate.
Excerpt: The story of Clinkers started with Cadbury, with Pascall products first produced in Australia as a joint venture between the Cadbury Brothers and James Pascall at the Cadbury factory in Tasmania in 1923
https://historyofcandy.com/clinkers/
Pascall (company) - Wikipedia
Cited text: Pascall products were first produced in Australia as a joint venture between the Cadbury Brothers and James Pascall at the Cadbury factory in Tasmania...
Excerpt: The story of Clinkers started with Cadbury, with Pascall products first produced in Australia as a joint venture between the Cadbury Brothers and James Pascall at the Cadbury factory in Tasmania in 1923
https://en.wikipedia.org/wiki/Pascall_(company)
Clinkers (History of Australian Candy) - History of Candy
Cited text: A mix of raspberry, banana, and lime flavors, each bite was an instant surprise.
Excerpt: The chocolates come in three distinct flavours: raspberry (pink), banana (yellow), and lime (green)
https://historyofcandy.com/clinkers/
Pascall Cadbury Clinkers Lollies 300g | Cadbury.com.au
Cited text: Clink clink
Excerpt: The name 'Clinkers' is thought to be related to the distinctive sound they make—'clink clink'
https://cadbury.com.au/products/pascallcadburyclinkerslollies300g/
Pascall Cadbury Clinkers Lollies 300g | Cadbury.com.au
Cited text: PASCALL Cadbury Clinkers are colourful candy centres dipped in smooth and delicious Cadbury Milk chocolate.
Excerpt: Each chocolate features colourful candy centres dipped in smooth Cadbury milk chocolate, with the chocolate portion making up 67 per cent of each treat
https://cadbury.com.au/products/pascallcadburyclinkerslollies300g/
Pascall Cadbury Clinkers Lollies 300g | Cadbury.com.au
Cited text: Milk Chocolate (67 per cent).
Excerpt: Each chocolate features colourful candy centres dipped in smooth Cadbury milk chocolate, with the chocolate portion making up 67 per cent of each treat
https://cadbury.com.au/products/pascallcadburyclinkerslollies300g/
Clinkers (History of Australian Candy) - History of Candy
Cited text: For many Australians, Clinkers are tied to fond childhood memories. Kids would eagerly share the colorful treats with friends, enjoying the playful gu...
Excerpt: They're tied to fond childhood memories, with kids eagerly sharing the colourful treats with friends and enjoying the playful guessing game of what flavour each candy held inside
https://historyofcandy.com/clinkers/
Clinkers (History of Australian Candy) - History of Candy
Cited text: Many Australians have fond memories of finding Clinkers in party bags or sharing them with friends and family.
Excerpt: Many Australians have fond memories of finding Clinkers in party bags or sharing them with friends and family
https://historyofcandy.com/clinkers/
Cadbury Pascall Clinkers Chocolate 300g | Worldwide Shipping
Cited text: Note: There might be a delay in fulfilling your order if you add this product. It's been having some stock issues for the past week and our supplier i...
Excerpt: International retailers are also reporting stock issues, with some noting 'There might be a delay in fulfilling your order if you add this product.
https://www.treatsfromoz.com/products/pascall-cadbury-clinkers-lollies-300g
Clinkers (History of Australian Candy) - History of Candy
Cited text: Over the decades, Clinkers have featured in various advertising campaigns, securing their place in the market. Catchy slogans and playful visuals in a...
Excerpt: Over the decades, Clinkers have featured in various advertising campaigns with catchy slogans and playful visuals that highlighted the candy's cheerful and whimsical nature, mainly appealing to children and families
https://historyofcandy.com/clinkers/
Clinkers (History of Australian Candy) - History of Candy
Cited text: Clinkers have achieved an iconic status as a beloved candy in Australia.
Excerpt: Clinkers have achieved iconic status as a beloved candy in Australia, representing a blend of tradition and fun that resonates with generations, and their popularity endures, making them a cherished element in Australia's rich candy culture
https://historyofcandy.com/clinkers/
Clinkers (History of Australian Candy) - History of Candy
Cited text: As a classic confectionery, Clinkers represent a blend of tradition and fun that resonates with generations. Their popularity endures, making them a c...
Excerpt: Clinkers have achieved iconic status as a beloved candy in Australia, representing a blend of tradition and fun that resonates with generations, and their popularity endures, making them a cherished element in Australia's rich candy culture
https://historyofcandy.com/clinkers/
Cadbury Dairy Milk with Pascall Clinkers Chocolate Block 170g | Cadbury.com.au
Cited text: A nostalgic combination of Australia’s favourite chocolate Cadbury Dairy Milk and the iconic Pascall Clinkers!
Excerpt: The combination represents 'Australia's favourite chocolate Cadbury Dairy Milk and the iconic Pascall Clinkers,' proudly made in Tasmania
https://cadbury.com.au/products/cadburydairymilkwithpascallclinkerschocolateblock170g/
Cadbury Dairy Milk with Pascall Clinkers Chocolate Block 170g | Cadbury.com.au
Cited text: Proudly made in Tasmania.
Excerpt: The combination represents 'Australia's favourite chocolate Cadbury Dairy Milk and the iconic Pascall Clinkers,' proudly made in Tasmania
https://cadbury.com.au/products/cadburydairymilkwithpascallclinkerschocolateblock170g/
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