A fishing lure is inserted into a housing opening and into contact with a liquid absorbent material. The housing is placed in fluid communication with a container of liquid fish attractant through a nozzle that extends through a port in the housing, and in one embodiment, through an elastomeric tube. Liquid fish attractant is dispersed from the container, through the nozzle, into the housing and onto the liquid absorbent material. The housing is closed, and compression is applied, pressing the fishing lure into the liquid absorbent material, thereby coating a portion of the fishing lure. The fishing lure can then be removed without a user's hands coming into contact with the attractant.