Hood's sarsaparilla book of home games / C.I. Hood & Co. 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
Like the Bile Beans puzzle book, it's a piece of content marketing designed to be kept. It explicitly states in its introduction that it serves two purposes: providing amusement and spreading knowledge of the medicine, appealing to both the fun and the health of the family.
Steal this when
Creating a lead magnet or premium that needs to be referenced repeatedly in a group setting.