In Marketing Mess-ups', we explore how some marketing and publicity drives turned into commercial catastrophes. Soft drink Sunny Delight had one of the most successful British product launches ever. But it suffered a sensational fall from grace when its makers were accused of giving the impression that the product was healthier than it really was. We also explore the fundamental business lesson of not insulting your customer, as jewellery retailer Gerald Ratner famously did. And we also dissect Apple's awkward public handling of a defect in its iPhone 4. This is an illuminating look at the importance of good marketing and just how disastrous bad marketing can be.