I am assuming this will be a Nationwide campagin as opposed to a specific metro area (less time consuming to roll out a marketing campagin in a major metro area then to conduct a nationwide campagin)

1) First thing I would do is to determine the CEO's benchmark of the ROI because I need to know what the CEO's expectation are upfront.
2) The key point that is already a market for the product - based on who known it. Get testimonials if necessary.
3) Capitalize on the customer that are already in known by seeking out like mind customers via a combination of direct mail and internet campaigns. 50/50 split on the two method of campaigns (tv/print vs internet) = Building the brand via a market saturation method.
4) Each product have a cycle. The primary focus is to maximize the ROI via getting the product to the market ASAP and this can be accomplish within 1 business quarters.
5) Utilizes all the social media platforms.
6) Utilizes all the talk show platforms.
7) Determine if the product can be endorse by a group of celebrities. (2-3 that are adored by the same demographics group that are in the known of our products)
The product should have it own website even if the company have a corporate presence. This would allow for scalability of the site without compromise.
9) 60 days will take care of the preparation for launch - it will create an virtual buzz via viral campaigns and traditional print and tv campaigns.
10) As CMO I would require a 15% bonus plus $250,000 for exceeding the ROI benchmark by 30% and a 90 day paid vacation.