When Roger Sterling's trophy wife opened that box in the penultimate episode of Mad Men season 4, she in turn opened a veritable Pandora's Box of marketing opportunity, picking up where True Blood left off with their 'V' incarnation.

Comparing a rip-off concoction of blood oranges and E-numbers to Sterling's Gold is probably a tad unfair, as what makes this 'biography' so interesting as a concept is its attempt to provide a genuine extension to an already brilliant programme narrative.