Hair dye not producing the correct hair color as advertised

I recently pur hased the "Ash Blonde" highlight kit and followed the instructions to the T. I have very light red hair and upon application my hair color has instead turned medium blonde opposed to the color stated on the box which should be Ash blonde. I am very disappointed as the hair product is quite costly and I would expect that at least it would provide the desired results as advertised on the box.