During last night's episode of Once Upon a Time, ABC picked a very curious time to remind its viewers of the show's upcoming spin-off, Once Upon a Time in Wonderland.

The exact positioning; the triple entendre; the fact that it takes place just as Ginnifer Goodwin finishes uttering the words "you're searching for something powerful enough to vanquish the queen."

Happy accident or pre-planned product placement? You judge:

[H/T: Guyism, video via Instagram]