The new Keyword planner uses exact match search volume data only, while the old keyword tool used the broad match as default and you could manually select exact or phrase match volume data. If you could somehow get phrase match data you’re more likely to see some search volume for those product names, but sadly, it’s not available from the keyword planner.
My advice would be to use the exact product name in combination with the more general label names of the product. The reason being that while the specific name may have less volume it often has much higher conversion rates than the more general names. Just use both and you have covered both ways.