This cartoon actually began life out in 2007, as an idea for a wine label design.
Something humorous-aspirational. Fun and witty, without being too downmarket etc etc.
Though it never got as far as production, it broke the ice with a few major supermarket buyers, so it earned its keep in the end, many, many times over.
The idea was and is always, how can you extend the meaning of your product… make it more interesting. A label, a free prize inside, whatever….