Project Description


  • Chronic slow growth
  • Entrenched dealer/distributor organization
  • Few product or marketing innovations
  • Stagnant management


  • Developed a growth-centered turnaround strategy accepted by the board
  • Acquired several large metropolitan dealers
  • Created “role-model” sales/marketing organization
  • Revitalized dealer network
  • Introduced new advertising campaign
  • Introduced Culligan Bottled Water
  • Repositioned company with a “drinking water company” platform

Result — Business Transformation

  • Grew top line by 15 to 20+% per year for 3 years
  • Doubled profitability
  • Gary DiCamillo named General Manager, Culligan U.S. at age 33
  • Gary DiCamillo recognized by Advertising Age magazine as a “Top US Marketer”