Playground →
Crest's top 10 neighbors are a mix of household cleaning, food, and personal care brands — no single subcategory dominates, and the scores span a narrow band from 0.94 down to 0.91, consistent with the flat shape.
Febreze (0.94) and Swiffer (0.93) sit at the top, both Home subcategory brands. Downy (0.93) and Bounty (0.92) follow, also Home. That makes four of the top 10 Home brands — the same subcategory as Crest itself. But the cluster doesn't consolidate around household cleaning alone: Campbell Soup Co (0.92) and Butterball (0.91) are Food brands, Olay (0.92) is Beauty, and Tropicana (0.91) and Tide (0.91) round out the set with Beverages and Home respectively. The subcategory tally across the top 10 is: Home (5 — Febreze, Swiffer, Downy, Bounty, Tide), Food (2 — Campbell Soup Co, Butterball), Beverages (1 — Tropicana), and Beauty (1 — Olay). No single subcategory commands the cluster, and no non-Brand category appears anywhere in the top 10.
The flat shape here reflects an audience defined by broad mass-market consumer goods consumption — one that overlaps equally well with laundry detergent, canned soup, paper towels, and orange juice.
