One of the most difficult tasks a company will face is successfully launching a new product. Even brand name companies with seemingly unlimited advertising budgets have deep battle scars from failed new product launches.
These failures are usually due to:
Missing product feasibility testing. The product was not needed or wanted, which should have been determined in proper market research long before the product was launched.
The marketing campaign itself was badly planned.
The campaign was poorly executed. A successful new product launch gets all the parts right: research and surveys, campaign development, creative and campaign management.
Don't waste your marketing budget on a failed product release.