IPC Innovator, IPC Media’s centralised insert and cross-platform direct response division, has produced an exclusive pop-up print ad in association with tissue brand Kleenex, Mindshare and Alderson Print Group. The ad will appear in the May 2010 issues of some of IPC’s women’s glossy and home interest magazines.

The ad features a four-page glossy card and carries the strapline ‘It’s like 80 little pashminas in a box’. When the card is opened, a full-size tissue box pops up, containing a sample Kleenex Ultra Soft tissue.

The pop-up tissue box also carries the strapline: ‘Feel me, I’m gorgeous’. The page backing the pop-up features information about the new ultra soft product from Kleenex, including images of Lisa Snowdon modelling a dress made of tissue.

The insert is carried in the May issues of Marie Claire, Woman & Home, Homes & Gardens, Ideal Home and Living.

The pop-up box – made by Alderson Print Group – was produced from a single sheet, strategically cut, folded and glued, so creating a mechanism that would pop-up across the spine of magazines. It replicates a pack of Kleenex Ultra Soft with a sample tissue protruding from the top of the box, which was inserted by hand.

Declan Boyle, ad director of IPC Innovator, says: "The Kleenex pop-up ad is an excellent example of how combining creativity and technology can achieve maximum stand out. The ad ensured there was no barrier between the product and the reader, allowing them to experience it for themselves upon opening the page."