Doan's dream book / Foster McClellan Co.
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 uses a Trojan horse approach, offering free entertaining content (dream meanings) to sneak in advertising and testimonials for a health product. The dream book ensures the booklet is kept and referred to repeatedly.
Steal this when
When you have a mass-market product and can provide a universally appealing piece of reference material to carry your ads.