By the 1990s Marmite's distinctive and powerful flavour had earned it as many detractors as it had fans, and it was known for producing a polarised "love/hate" reaction amongst consumers. For many years television advertisements for Marmite featured the song "Low Rider" by the band War with the lyrics changed to the phrase "My Mate, Marmite". Marmite began a "Love it or Hate it" campaign during October 1996, and this resulted in the inventing of the phrase "Marmite effect" or "Marmite reaction" for anything which provoked controversy. On 22 April 2010, Unilever threatened legal action against the British National Party for using a jar of Marmite and the "love it or hate it" slogan in a party political broadcast.