This is very true, it's hard to get past corporate paid sponsorship.
However, a small level campaign sending samples to those Product Reviewers/Bloggers/YouTubers etc could be beneficial, at least in the short term, and be a relatively cheap campaign. While they don't have a HUGE following, some have enough to influence a good amount of people willing to throw some disposable cash at trying a new product. This could, at least, start building momentum/buzz. Once people start talking, news outlets would be hesitant to miss the wave of breaking news on the new big thing.
Just a thought.