Horlick's Malted Milk Company / Horlick's Malted Milk Co.
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 custom die-cut shape and full-color illustration make it an attractive novelty item that people (especially children) would want to keep and display, ensuring the ad survives in the home. The copy on the reverse succinctly broadens the target market and emphasizes supreme convenience.
Steal this when
You want to create a physical marketing piece that avoids being immediately discarded by giving it intrinsic novelty or decorative value.