Is Novelty Alone the Hallmark of a Monster Idea?

The idea of a smart-talking, self-absorbed ladies man pedaling products isn’t an original idea, but Old Spice turned that idea into one of the most monstrous advertising campaigns of 2010, completely reversing their sales trends in the process. Novelty is only one of the characteristics we can use to judge the monster potential of our marketing and advertising ideas. What are the others? Glad you asked.