Procter & Gamble brands Pringles and Olay were the first to use the product in campaigns running in IPC publications TV Times and Woman.

Polestar's Pagers are self- adhesive notepaper that can be placed on the page of a magazine. The product is produced at Polestar Hannibal in Leicester.

"We found that there was a gap in the market for self-adhesive notes of different shapes and colours," said Polestar Hannibal sales director Tim Gittings.

He added that the firm is in talks with Polestar's direct mail division to use the product in a campaign although remained tight lipped on any details. Gittings said that the sector was a "target area" for the firm.

A print run of 3m self-adhesive Pagers was needed for the Olay campaign which ran in issues of Woman at the end of last month. Half a million Pringle pagers were used for the TV Times drive, which also ran in late March. In that campaign the Pagers were produced in the shape of a Pringle crisp.

Both publications are printed by Polestar. TV Times has a circulation of 524,131 while Woman's circulation currently stands at 565,393.

According to Polestar, production of the Pagers have saved clients between "25-30% of the final bill". In the past, IPC gave Polestar pre-purchased labels to print on, but the group's decision to produce its own has resulted in the cost savings.

"Not only has our product saved money but also resulted in labels produced in any shape rather than just square or rectangular," said Gittings.

Story by Philip Chadwick