The dish evoked Greek and Middle Eastern cooking and put Country into the crowded category of restaurants that cannot be reduced to any one ethnic designation.

Such spending is already coming from marketers in crowded categories that also include banks, drugs, health care, mortgage lenders, packaged foods and retailers.

FOR decades, marketers in crowded categories like banking and fast food have tried to avoid price wars by promoting qualities like service and convenience.

That is the demographic group that drinks so much of the Mistic, Snapple, Arizona, Fruitopia and other brands in the crowded category.

"That's a very crowded category these days."

The campaign is indicative of efforts to help brands stand out in crowded categories.

Condé Nast has entered the increasingly crowded category of parenting magazines.

On one hand, a consistent message helps ads cut through the clutter, particularly in crowded categories like insurance and other financial services.

GORE: That question falls in the crowded category of Things Too Soon to Judge.

"We wish Jamie the best of luck," a spokesman for Maxim said "He is certainly courageous launching into such a crowded category."