Information for old and young [microform] : presented by the makers of 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 explicitly stating it is NOT an almanac or a cookbook, it piques curiosity. Providing genuine educational trivia ensures it is kept and read aloud to children, guaranteeing the advertising message is received.
Steal this when
You want to stand out from typical premium giveaways (almanacs, cookbooks) by offering a unique compilation of trivia or educational content.