Abstract: A fishing lure made of soft flexible material. The various shapes of the lure resemble fish, bait, squid, lizards, crayfish, jig trailers, swimbaits, reapers, jerk baits, and other shapes. The tail portion of the fish shaped lure normally has a paddle type tail, which when pulled through the water moves horizontally from side to side, imitating the swimming action of fish. These fish lures are often called swimbaits or paddle tails. The lure has a piece of reflective foil, larger than the size of glitter common to prior art, placed on the surface of the lure or within the lure. The reflective strip normally has a holographic design pattern, such as fish scales or other patterns.