New form of advertising for the women's magazine Woman

In its current issue, the German women's magazine Woman is running an Ottoversand advertisement in a new advertising format, the Jetlabel, which works like this: two sides are joined with a silicone adhesive. The upper side is punched out like a sticker. The reader can peel this off. The advertising motif appears underneath, in this case top model Eva Padberg for the Hamburg-based Otto mail order company. First you see her in a fall outfit. Now the reader can detach this page and she appears in a winter outfit.
Gruner + Jahr, the publisher of Woman, is delighted that this type of advertising encourages very intensive contact with the advertising material. Claudia Herzog-Geiling, the responsible division manager at Ottoversand, is also convinced by the special form of advertising: "This makes our season of experiences tangible and the campaign surprising," she tells Werben & Verkaufen.
The German news magazine Focus has also already published a jet label advertisement for Pilsener Urquell.