The "Allenburys" throat-pastilles : efficient and palatable : November 1907.
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
Distributing a functional calendar blotter to the medical profession keeps the product line top-of-mind when doctors are writing prescriptions or recommending remedies.
Steal this when
You want to stay top-of-mind with B2B clients or prescribers by giving them a practical item they will use daily.