National flags : child's painting book / issued by Mellin's Food 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 providing a free, entertaining educational activity for children, Mellin's ensures their brand enters the home and stays there. The child spends hours with the book, repeatedly exposing the parent to the advertising messages printed on every page.
Steal this when
You want to create long-lasting brand awareness in a family home by offering a free, entertaining premium that keeps the brand visible.