Rheem Middle East, a global manufacturer of energy-efficient HVAC and water heating solutions, has launched its ‘Ice Rheem Truck’ tour to celebrate 100 years of operations and give back to the community
By delivering sweet treats and smiles to neighborhoods across the city, Rheem is using this milestone moment to give back in a fun, unexpected way. The tour aims to reflect Rheem’s belief that ‘cooling’ is more than just a product, it’s a feeling.
“The strategic insight that led to the ideation of this activation was to embody Rheem’s core value of comfort in a tangible and emotionally resonant way,” said Dana Matalka, Senior Marketing Manager at Rheem Middle East.
Rheem also aims to strengthen its emotional connection with consumers, build brand equity and increase top-of-mind awareness in a crowded and highly functional industry.
“By showing that “cooling” is not just a service but a feeling, Rheem hopes to position itself as a human-centric and community-minded brand, especially as it celebrates a century of service,” Matalka said.
The initiative is designed to help families beat the heat, foster community spirit, and celebrate the essence of everyday comfort. “An ice cream truck is a universally recognisable symbol of joy, nostalgia, and refreshment, which aligns perfectly with Rheem’s cooling expertise,” said Matalka. “It’s also highly mobile and accessible, making it ideal for community engagement.”
“The selected locations across the city represent high-footfall residential neighborhoods, allowing Rheem to reach families and homeowners, their core target demographic, where they live and gather,” she added.
This initiative is part of a broader campaign celebrating a century of service, innovation, and sustainable solutions.
Vice President and General Manager of Rheem Middle East, Brian Hempenstall said, “For 100 years, Rheem has been delivering comfort inside the home. This year, we wanted to take that experience beyond our products and bring a moment of joy directly to the people who’ve supported us. The ice cream truck is a small gesture with a big message: comfort, connection, and community matter.”
The Rheem ice cream truck will make stops in various neighborhoods throughout Dubai:
- Thurs 22nd: DIFC (12–2pm)
- Tues 20 & Wed 21: Emaar Square (12–2pm)
- Thurs 22nd: DIFC (12–2pm)
- Fri 23: Damac Hills 2 & Silicon Oasis (3–6pm)
- Sat 24: Mudon & Arabella (1–3pm)
- Sun 25: Springs (1–3pm)
The activation was concepted and executed in collaboration with JWI, Rheem’s creative agency partner. The initiative was led by Meghan Hird, JWI’s Events Director, who oversaw the planning and execution of the campaign.
