A game fish lure provided with a body, hook and fishing line retainer. The body is integrally molded with a material which reflects at least one peak wavelength between 300 and 400 nanometers through the semi-transparent body which reflects at least one peak wavelength between 401 and 800 nanometers. The reflective material may either be a fluid dye and/or a reflective particulate. A flavor enhancer, such as sodium chloride, may also be added to the body to further increase the attractiveness of the lure.