Kerin & Hartley Marketing

What do hype, luck and timing have to do with the success of new products? Every year, thousands of new products hit the market and many disappear just as quickly. Some estimates suggest up to half of new products have failed. Yet every so often, a launch captures attention instantly.

Part of the answer is strategy. Successful launches often build anticipation long before the product is available. Consider Rhode’s viral lip phone case. Founder Hailey Bieber subtly teased the product on social media for months, allowing curiosity to grow organically. By the time the case officially launched, more than 200,000 people had already joined the waitlist. By creating hype, Bieber created a conversation, not just a product.

Other brands rely on partnerships and cultural moments. New Balance collaborated with baseball stars Shohei Ohtani and Francisco Lindor to create a new cleat and apparel collection timed around the excitement of baseball season. By connecting the product to athletes’ identities and fan communities, the brand turned equipment into storytelling.

Innovation can also come from surprising places. Some famous products were born from mistakes or constraints such as snack foods developed from leftover ingredients or everyday problems that sparked new ideas. Marketers sometimes call this “planned serendipity” and develop winning products by creating conditions where unexpected insights can become opportunities.

The lesson for marketing students is clear. A successful launch rarely happens by accident. It blends creativity, timing, cultural relevance and a deep understanding of the audience. But even with strong research and strategy, uncertainty always remains. The smartest marketers prepare carefully and leave just enough room for luck. The next breakthrough product might start with a complaint, a collaboration or even a simple idea that suddenly feels obvious to everyone.

Discussion Questions and Activities

1. Why do you think anticipation and teasing strategies are so effective for new product launches? How do partnerships with celebrities, influencers, or athletes change consumer perception of a product?
2. In what ways can mistakes or unexpected discoveries lead to successful innovations?
3. Is luck truly part of marketing success, or does good strategy simply make luck more likely?
4. Launch Detective. Have students research a recent product launch and analyze the marketing strategy behind it. Students can start by browsing new product coverage on sites like CNN-underscored. Ask them to identify, target audience, marketing channels used, influencers or partnerships involved, evidence of hype or anticipation.
5. Fix the Failed Product. Provide students with examples of failed products (e.g., Google Glass, New Coke, etc.). In small groups, students redesign the launch strategy including pricing, positioning, messaging or timing to see if they could improve the outcome.
6. Accidental Innovation Challenge. Ask students to list everyday frustrations they experience on campus, at work, or at home. Then have them brainstorm a product idea that could solve one of those problems. Each group pitches their concept and explains how they would launch it to students.

Sources: Atland, Rikka, Saguin, Jacqueline, Matarazzo (6 Mar 2026), Our favorite product releases this week: Ikea, Le Creuset, New Balance and more, CNN Underscored; Nairn, Andy (15 Jul 2021), 7 ways to improve your new product development success rate, Ad Age; Weissman, Luna (13 Feb 2026) 5 Brands that Nailed New Product Launches, Launchmetrics.