Bynol The "Allenburys" malt & oil : an ideal combination of Cod Liver Oil and Malt for children : December 1908.
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
A blotter placed on a doctor's desk serves as a daily, subtle suggestion to prescribe the supplement for phthisis and malnutrition.
Steal this when
You want to influence B2B gatekeepers (like doctors) with a practical desk accessory that features a specific product recommendation.