SMP produced the posters using patented software, which enables the lenticular screen to be 6mm thick, as opposed to the more common 4mm.

SMP managing director Bradley Slade said: “The difference between ours and other 3D products is that we can achieve greater depth than any of our competitors.”

He added that SMP’s patented software incorporates technology used in the medical sector.

A total of 50 six-sheet posters have been placed in bus shelters throughout London, and form part of an ongoing campaign focusing on the four seasons.

The Magners marketing material appears at Clear Channel sites. The creative work was done by Young Euro, while MPG worked on the media planning.

According to Slade, tests on the effectiveness of the campaign have already found that product recognition increased by 68%, compared to an ordinary poster.

SMP sales director Nick Stagg said: “Our research has shown that 3D lenticular is five times more likely to get people to stop and read a poster and four times more likely to make them remember what they saw.”

All 50 3D posters have been produced digitally on the firm’s Agfa Thieme M-Press, the first to be installed anywhere in the world. “We have produced it this way because of the size of the run,” said Slade.

He added that the company was in discussions with other potential customers.