Bovril : souvenir of the diamond jubilee year / [Bovril Limited].
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 minting a physical commemorative coin for a major national event, Bovril ensures that consumers will keep their advertisement as a permanent keepsake.
Steal this when
You want to create permanent, physical brand awareness by piggybacking on a major public event or anniversary.