I don't know if you came here for advice, but mine is contained right there in your own words: "On a CPM basis this was actually ten times more expensive than advertising on prime-time TV." In all seriousness, why not advertise on prime-time TV? Seems like Japanese candy might be a minor hit. Downsides I can see, are that you might be faced with an awkward scaling problem (a nice problem to have), or that the expense of the ads and the scaling-up might require taking on investors. And of course it could still flop or underwhelm. It would be something of a "go big or go home" type move, I suppose.