The "Allenburys" throat-pastilles : efficient and palatable : November 1908.
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
A calendar blotter is a functional item kept on a desk, providing daily exposure to the brand. This keeps the pastilles top-of-mind when doctors are writing prescriptions.
Steal this when
You want to influence B2B gatekeepers (like doctors) with a practical desk accessory that features a specific product recommendation.