When you are an established player in your domain and plan to launch a new product line (for which you spent a bomb), what would you do? Spend another bomb on advertising it?
Select a strong target group of brand loyalists and influencers and let them taste it for free (don’t jump out of your chair, its just for a limited period). Offer them a strong social platform where they can talk about this wow experience. Get targeted reach by spending less than half the price you thought on spending for spots on the air.