The lenticular postcards form part of Winalot's 拢12m relaunch and multimedia advertising campaign and will run in all copies of the April edition of Essentials.
The inspiration for the creative is the classic "spot the ball" competition, in which readers are invited to look at a dramatic freeze-frame of a football match, and guess where the ball might be. In this case the star is Holly, Winalot's Golden Retriever, trying to catch a chewed up frisbee.
Bound-in scratch cards will also appear in Woman and Woman's Own. They will give readers the opportunity to scratch to reveal where they think the chewed up Frisbee is. If they guess correctly, they have the chance to win prizes such as a weekend at a dog-friendly hotel.
Innovator won the business after pitching the idea to Nestle Purina and its Media agency OMD UK. Hive Associates produced the lenticular cards.
OMD UK media manager Tracey Brown said: "We know that reader's of women's magazines are attracted by elements of interactivity within their chosen title.
We have involved the reader through the use of scratch cards and lenticular postcards to grab their attention in a cluttered market."
The Winalot relaunch campaign broke on 26 January and runs across press, posters and online. It supports the new-look Winalot packaging and builds on the relaunch theme: "Live a lot with Winalot". The campaign stars Holly, Winalot's Golden Retriever, who is featured on all the new packaging.
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