Utility premium

The pattern

This still is filed under Utility premium.

Define

The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.

Mechanism

Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.

Verdict

We can give something people will actually use next week.

Why it works

The adult panel rests on one technical word, 'pancreatised', which tells the reader the food is treated to be easy on a weak digestion, then names who needs that: invalids, dyspeptics, convalescents and the aged. Opposite, three numbered infant foods tied to ages make the range look planned rather than generic. Both sit around the March calendar, so the pitch is read again each time the date is checked.

The big idea

A single desk card serves the whole household's weak stomachs: staged milk foods for babies and a pancreatised milk and cereal Diet for invalids, dyspeptics, convalescents and the aged.

The offer

Milk Food No. 1 from birth to three months, No. 2 from three to six months, Malted Food No. 3 from six months, and the Diet for adults. No price or terms.

Lines from the ad

The 'ALLENBURYS' FOODS for infants

Milk Food Nº1. FROM BIRTH TO THREE MONTHS.

Whilst useful to all as a light diet it is especially helpful to Invalids, Dyspeptics, Convalescents and the Aged.

Steal this when

When one precise word explains why your product suits a delicate user and a desk calendar can keep that word in view.

The emotion

Written to Interest. It makes the Say move.

A free March calendar keeps one plain explanation on the desk: 'pancreatised' means easy on a weak digestion, for invalids, dyspeptics, convalescents and the aged, and the card asks for no order or price.