Diamond Package Dyes 'Live and dye happy' trade card
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 name of the product is hidden inside the pun, so you cannot tell the joke without saying the brand. The illustration is a rebus for the gag rather than a picture of the goods - one boy, two girls, a signpost to Utah - which makes the reader complete the polygamy joke themselves, and a joke you finish yourself is one you show to someone else. The advertiser's actual claim is two lines at the bottom, in a different typeface and a curved baseline, so the entertainment carries the card and the sell rides along. OVER in the corner is a cheap mechanical device to turn a picture into a second page.
Steal this when
Steal this when the product is dull, cheap and bought over and over, and your real distribution problem is getting something into a stranger's pocket. Build the joke on the brand name itself so the name cannot be stripped out in the retelling.