'Allenburys' pastilles / [Allen & Hanburys Ltd.].
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
It appeals directly to medical professionals by providing a rigorous, clinical breakdown of ingredients and uses, elevating pastilles from a simple sweet to a serious medical treatment.
Steal this when
You are selling a consumer product to professionals and need to establish its technical credibility and precise utility.