Alas! My poor brother : "I hear they want more Bovril".
The pattern
This still is filed under Keepable trade card.
Define
A small card people keep (pretty, useful, or collectible) that carries the brand after the encounter.
Mechanism
Retention object. The gift is the media. Recall is paid for by usefulness or delight, not by repetition.
Verdict
We can put a physical or digital keepable in someone's pocket and they will not throw it away.
Why it works
It uses dark, incongruous humor to make the brand memorable. The front image serves purely as a hook, while the back delivers straightforward, benefit-driven copy about strength and vitality.
Steal this when
You have a widely known consumer product and want to use a memorable, slightly edgy visual gag to keep the brand top-of-mind.