Abstract: A fishing lure (10) is disclosed for providing controlled discharge of a fish attractant (40). The lure includes a cavity (28) in which an attractand-receiving bladder (34) is positioned. The bladder has an outlet (36) coupled to the body (14) of the lure, with the outlet being controlled by a valve assembly (38). Pressure equalization ports (30) provide fluid communication between the exterior of the lure and the cavity surrounding the bladder. With attractant introduced into the bladder and the lure drawn through water (12), attractant is discharged by the cooperative action of the bladder, the attractant, valve assembly, and environment to enhance the performance of the lure.