As Australia’s only true mass-market locally made spirit, Bundaberg Rum holds a unique place in our culture.

Our brief was to find a simple way for people to engage with Bundaberg promotional staff – and with each other – at bars and clubs across Australia, that could also become an engaging digital experience for Bundy drinkers everywhere, and to show them the versatility of the Bundaberg range.

The ever-inventive Sugar Millers have created an ingenious device to measure whether an individual is a “Top Shelf Thinker”. The app takes a photo of the user, and then asks them to place a fingertip to the screen. An animated needle then rates the user for their level of ingeniousness, and returns a result. If the result is positive, you’ll appear in an image as one of the legendary Sugar Millers. If negative, you’ll appear as something less fortunate – maybe a Gingerbread Man, a Sasquatch, or a Bearded Lady.

The app was used at over 70 Top Shelf events across Australia with Bundy promotional staff scanning and testing thousands of eager patrons. It proved so popular that to date, more than 1,300 Bundy fans have added Igeniometer to their own iPhones without any media support for the application.