Advert for Lydia E. Pinkham's "Vegetable Compound" to be used for all female complaints, showing a young girl wearing a red hat
The pattern
This still is filed under Keepable trade card.
Define
A small card people keep (pretty, useful, or collectible) that carries the brand after the encounter.
Mechanism
Retention object. The gift is the media. Recall is paid for by usefulness or delight, not by repetition.
Verdict
We can put a physical or digital keepable in someone's pocket and they will not throw it away.
Why it works
The attractive, sentimental image of a healthy child ensures the card is kept or placed in a scrapbook, maintaining brand awareness.
Steal this when
When relying on purely aesthetic appeal for brand recall in a collectible format.