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home’s energy consumption, Rheem has a unique oppor- tunity to align our “Quality First” tradition with our focused efforts to integrate more functionality and elec- tronic controls into HVAC and water heating systems.


PE: Please describe your visual brand message? Peel: The Rheem “visual brand” message speaks to a


level of comfort, style and performance that is a part of enjoying life. When the temperature is just right and you feel comfortable, when you feel good about your home and what’s in it, you just can’t help but smile. That’s the inspiration behind the new look and feel of Rheem. Our innovative new products, sleek new designs, the integrity of Rheem products and the trust the Rheem brand has earned over the years are all expressed in the new Rheem look and feel. More specifically, all future Rheem products will fea-


ture a soft, grey paint scheme, rounded edges accented with polished metallic elements. All Rheem products will display the vivid bright red Rheem logo, as well as a dis- tinct, vertical indented line down the middle of the prod- uct. This element — the Rheem logo matched with the indented vertical line — creates a visual “thermometer,” associating the Rheem brand with the soothing and reli- able comfort result all consumers are looking for. A curved line at the bottom of each product portrays a smile, which symbolizes the Rheem commitment to people,


making them comfortable and helping them enjoy life. It also signifies how Rheem views itself as a company; one of integrity that is easy to do business with. Combined, these new design elements create a more contemporary, appliance-looking product, with attractive style features that are pleasing to today’s homeowner. PE: Do you consider social networking an important


aspect of Rheem’s business? Peel: Absolutely. With the rise of Internet usage and


social media, more consumers are going online to find information about products. This is a great thing; con- sumers are proactively making themselves better informed about water heating, HVAC and pool heating product options. So it’s becoming increasingly important to focus our efforts on engaging consumers in social media platforms. As Rheem evolves its new brand identity, social media


will be more prevalent in our marketing efforts. For instance, as part of our racing sponsorship programs, we will launch an iPhone®/iPod Touch®/ iPad® racing game app in the second quarter of this year. We debuted a sneak peek of the app at the AHR Expo 2011; top NASCAR dri- ver Kevin Harvick demoed the game along with three lucky AHR attendees. n


For more information on Rheem, visit www.rheem.com.


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