Asda has rolled out what it claims are the first 3D shelf barkers.

Inspired by a cover of Empire magazine featuring Star Wars, the illusion of Smirnoff bottles, which appear to change to pre-mixed cans of Smirnoff and cola, was created by its design agency Publicis. Lenticular printing tricks the eye into seeing depth and motion in a flat image.

The inspiration came from a magazine cover showing Anakin Skywalker morphing into Darth Vader, said Publicis sales director Robin Drysdale, and future bookings included Nestlé Purina.

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