We launch the awareness campaign. The product is on the shelf.
Now imagine this:
A beautiful wife is shopping in the "sweets section" of the store. She sees a beautiful package with a graceful horse running through the prairies. She likes it, it reminds her of herself, and how she once, sometime in the past, saw a horse running in the wild. She was a little girl back then, visiting her grandfather's farm. She buys it.
Later that evening, she serves the product for dinner. Her husband gets one, her children each get one, and her dog gets one too. Everyone puts the product in their mouth and smile. When the taste of chocolate wears off, the taste of horse shit is undeniable. The smile changes into a cringe and right there… You've lost everyone.
You lost the wife, the husband, their kids, their friends and friends of their friends because your product was shit. We know that on average, one unsatisfied customer, will tell 10 of his friends about how bad this experience was. (Great source for customer services stats here