Marmite- love it or hate it campaign

I thought as a starting point I would look at a strong successful campaign for an existing product so I'm looking at marmite as they have a well known tag line of love it or hate it.They've accepted the fact the some people hate it and played with this idea. They've also integrated the concept into existing products like vaseline and created design with it in the form of toast something you would associate with marmite.