A painting book for boys and girls / presented by Carter's Little Liver Pills.
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
By providing a free, entertaining activity for children, the brand guarantees long-term retention of the marketing materials in the home. The child engages with it, and the parent is repeatedly exposed to the brand name.
Steal this when
You want to create a highly retainable piece of marketing collateral by offering utility or entertainment to the target customer's children.