The 'Allenbury' Foods for infants : The 'Allenburys' Diet for adults : January 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. By promoting foods for both infants and adults on the same item, it appeals to multiple household needs.
Steal this when
You want to create a utilitarian promotional item that stays on the prospect's desk, ensuring repeated brand impressions over time.