Horrid Marmite

Horrid Marmite, originally uploaded by epredator.

Some great marketing and labelling on Marmite. A downloadable ebook is available on the story of how horrible marmite is.
It is really funny to consider labelling something as being horrible isnt it?
I love marmite BTW.
It is clever to play on the polarised attitudes to it as they have done for years. Many brands would shy away from this.
Making people feel part of the tribe who likes or dislikes marmite is clever engagement or blind luck on their part :)
Any other examples you can think of ? I am sure there are some.