OBSESSION (ob•ses•sion) noun : the domination of one’s thoughts or feelings by a persistent idea, image, desire, etc.
The phenomenon of ‘obsession’ is showing up across pop culture in a new way. Once used more clinically to describe the negative impacts of pervasive ideas, thoughts and desires, we’re seeing it used today, well, OBSESSIVELY, to describe the things we love, cherish and take interest in.
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HALLOWEEN
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NATIONAL HISPANIC HERITAGE MONTH
INDIGENOUS PEOPLES’ DAY
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NATIONAL COMING OUT DAY
SHEETZ 700TH STORE OPENING
WHAT PEOPLE ARE CELEBRATING Halloween (Oct. 31) And we can’t forget the TikTok ‘It’s CORN!’ kid making his big debut for Green Giant, a centuryold brand with a globally recognized mascot. Tariq, an 8-year-old viral sensation, will star in his first ad for Green Giant’s new dinosaur-themed veggie snacks, dino costume and all.
‘Spooky season’ obsession is REAL - seasonally, culturally, and even financially. Just look at the $500+ 20ft skeletons popping up in people’s yards, and the annual $511 million that consumers spend on pumpkin-flavored products each year. We’ve even got our own line of seasonal products that generate some MAJOR buzz on social media this time of year.
Other brands we’re seeing take part in the spooktacular fun include Chobani, updating several flavors of their ‘Flip 4-packs’ with AR-enabled Halloween packaging.
WHAT PEOPLE ARE CELEBRATING National Hispanic Heritage Month
The influence of Hispanic/Latinx culture on music can’t be understated. That’s why we created a Sheetz Spotify playlist to celebrate! Give it a listen here:
(Sept 15 - Oct 15)
October marks the ongoing celebration of Hispanic/Latinx culture and history amidst National Hispanic Heritage Month! Our own Hispanic employee resource group, ¡VIVA!, shared their thoughts on what this celebration means to them, and how they infuse their culture and values into their work here at Sheetz.
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Members of ¡VIVA!, also celebrated together at the Happy Valley Latino Festival this month!
WHAT PEOPLE ARE CELEBRATING Indigenous Peoples’ Day
National Coming Out Day
Indigenous Peoples’ Day recognizes the Indigenous communities that have lived in the Americas for thousands of years. It has become increasingly popular as a replacement for Columbus Day. More than 130 cities have adopted the holiday, choosing to heed calls from Indigenous groups and other activists. It is not yet a federal holiday, but there are two bills in Congress that propose to make it one.
National Coming Out Day is an annual celebration of the 1987 National March on Washington for Lesbian and Gay Rights – chosen to honor the bravery of LGBTQ+ individuals who decide to come out and live openly.
Oct. 9th
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WHAT PEOPLE ARE CELEBRATING Sheetz Opens Its 700th Store! Woohoo! Together, we’re reached a HUGE milestone: opening our 700th store in Columbus, OH! Sheetz fam celebrated the grand opening with a tractor-trailer load of food donations and food and merchandise giveaways.
“Driven by a mission to constantly reinvent ourselves and put the Sheetz as we know it today, out of business, I couldn’t be more excited about the future and our path to 1,000 stores,” -Travis Sheetz Our team had the awesome opportunity to design a celebratory t-shirt for the occasion. Check it out
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1. THE ERAS
TOUR MOVIE
SAG-AFTRA 2. STRIKE
WHAT PEOPLE ARE WATCHING The Eras Tour Movie In our last creative briefing, we talked about the Taylor Swift phenomenon amidst her Eras World Tour. We’re here this month to report that the QUEEN of entertainment isn’t slowing down… in fact, she’s taking her talents to the silver screen.
fans. Unpacking the deep-rooted loyalty that entails spending hundreds of dollars to see Swift’s concert live, then paying an additional $19.89 for adults and $13.13 for kids to see the SAME show onscreen, is kiiinda WILD.
That’s right – now Super-Swifties can view her Eras Tour performance with popcorn in hand, from the comfort of their favorite AMC seats. Some box office projections for the opening weekend of Taylor Swift: The Eras Tour are as high as $100 million-meaning that Swift could vault herself to the top of the list of highest grossing concert films after only a few days in theaters. More than just money, the theater industry hopes Taylor’s cult-like following reinvigorates the concert genre as a whole, which blossomed in the 1960s and 1970s with films like “Monterey Pop,” “Woodstock” and “The Last Waltz.”
Early polling data confirms that the bulk of the interest in seeing The Eras Tour film lies with Swift fans who have either already attended the concert or planned to, but were unable. We say: more power to ya, Tay.
But all of these uber-successful predictions rely heavily on the obsession and devotion of her biggest
WHAT PEOPLE ARE WATCHING SAG-AFTRA Strike Normally, we’d be covering the bingeable fall tv shows and movies that society obsesses over in this section. However, Hollywood writers left their keyboards for the SAG-AFTRA Strike on July 14th, 2023... and it’s an ongoing process. The strike began in an attempt to address actors, announcers, broadcast journalists, dancers, DJs, news writers, news editors, program hosts, puppeteers, recording artists, singers, stunt performers, voiceover artists and other media professionals who have been exploited by multi-billion-dollar media conglomerates.
sequel or upcoming T.V. show season. Highly-anticipated movies such as Beetlejuice 2, Deadpool 3, Gladiator 2, Lilo & Stitch, Mission: Impossible – Dead Reckoning Part 2, and Mortal Kombat 2; T.V. shows like The Franchise and Abbott Elementary; and award shows like the Emmy’s likely won’t happen until an
What does this mean for you? Media outlets like Amazon/MGM, Apple, Disney/ABC/Fox, NBCUniversal, Netflix, Paramount/CBS, Sony, Warner Bros. and Discovery (HBO), might be pressing pause on your favorite movie
agreement is met. We’re also noticing that the strike is leading us to a unique new frontier of entertainment, with foreign films and shows flooding the ‘must watch’ sections of popular streaming services. Analysts from Netflix alone say that their brand is ‘well-positioned’ for this type of situation, due to
its solid pipeline of international shows and production crews. While strikes have happened before in this industry, this time is the first in the age of streaming and globalization. With streaming platforms and studios eying international content and investing a ton of money into producing it, a subtle opportunity is arising on the world stage for discussions to include other national entertainment industries, especially when it comes to streaming. All that said, your new favorite show may have some lip-dubbed lines or subtitles. While we hope for the best for all creatives involved in the process, we’ll enjoy exploring some new content as we wait and watch what unfolds.
1. DOJA CAT 2. OLIVIA RODRIGO 3. PODCASTS
WHAT PEOPLE ARE LISTENING TO DOJA CAT / SCARLETT ALBUM It’s no surprise that society is obsessed with musicians – But it’s worth noting that the intrigue of onlookers into the personal lives of the rich and famous isn’t always… positive. At least that’s the case with rapper Doja Cat, who released her new album: Scarlett in late September. Included on the album are her new hits Demons and Paint The Town Red, complete with dark and foreboding music videos. They sparked chatter about the entertainer embracing Satan worship vibes, which of course has led to controversy. The accusations started as viral TikTok and X trends, with creators making memes and parodies related to her new, darker clothing style and lyrical references. Now it’s gone as nutty as critiquing the underlying meaning of her tattoo of a scaled, animal figure crossbred with female attributes. From our viewpoint, we love the liberation and creative risks Doja Cat is taking… you do you, girl.
E R E H T T E RL A C S O T LISTEN
WHAT PEOPLE ARE LISTENING TO OLIVIA RODRIGO / GUTS ALBUM And while we’re talking ‘IT’ girls, we need to throw Olivia Rodrigo’s name into the mix! Some say she’s the next Taylor Swift, captivating young audiences with her incredibly ‘real, relatable and authentic’ lyrics. Her newest album, GUTS, dropped early September. But she’s also captured the obsession of another fanbase: millennials. Though she herself is firmly a member of Gen Z, her music tethers generations to each other with the shared experiences of adolescence and growing up. Rodrigo uses her music videos and song style to pointedly remix the ‘teen angst’ of the early 2000’s in a way that resonates with older audiences. Wanna know something REALLY cool? One of the tracks on her latest album was inspired by her OWN teen-girl obsession: the movie Twilight. From attending Twilight
watch parties, sporting Edward Cullen handbags, and literally writing a song about the series’ main character Bella, Olivia’s love for the saga is nothing short of iconic. The inspiration for her hit song Vampire undoubtedly spawned from “endless hours watching the 2008 film on repeat.”
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WHAT PEOPLE ARE LISTENING TO PODCASTS
This is the perfect spot to address a BIG elephant in the room: ARE aliens real? The obsession with answering this age-old question has been at the forefront of pop culture since recent Governmental hearings took place to discuss some…interesting studies and findings. WE can’t answer this question for you, but maybe host Payne Lindsey can in his new podcast: High Strange. Breaking the stigma surrounding the topic of UFOs, Lindsey uses this new investigative series to shine a light on real-life coverups and infamous cases, all while leaving the tinfoil hat at the door. Recommended by our own Zack Sheffield, this one’s worth the listen for the extra-terrestrial junkies and doubters, alike.
Of course, our creative team had to jump in on the social media alien banter… in our own branded-way.
PALIA On the topic of obsession, nothing rings truer than gamer culture and new releases. We’ve seen stories about 15 -hour wait times to buy a new game, and taking days off of work to play until completion. From our own Savannah Summa, we’ve got news to share on the new Palia game: “Palia, a new game that recently went into open beta for PC players, is a game that many are loving right now because of its unique experience. The game will be released on the Nintendo Switch around the holiday season, which is when I plan to hop on the trend. This game features a whimsical story where humans have gone extinct thousands of years ago, and are suddenly coming back. So many of us deeply prefer cozy fantasy games over high-paced, 1st person shooter games, and until lately, shooters have been one of the only options when it comes to MMOs, but cozy players want to be able to play with their friends too. And with this new game, we will now be able to!”
Language Obsession As we’ve seen first-hand with the evolution of the word ‘obsession,’ society’s collective use of language can oftentimes change its meaning altogether. In today’s world, being ‘obsessed’ with something doesn’t evoke 2009-Beyoncepsychological-thriller-fears or Mariah Careyhit-single level concerns…it just means we REALLY freakin’ like whatever we’re referencing. Other parts of language are changing too, including NEW words and phrases becoming part of our ‘everyday’ vernacular.
noun. Informal. Chiefly Philadelphia. something or someone for which the speaker does not know or does not need a specific name.
noun. a story in a role-playing game, spread out over multiple play sessions, that usually keeps the same plot, setting, or main characters.
noun. a celebrity with a parent who is also famous, especially one whose industry connections are perceived as essential to their success.
Straight from dictionary.com, here are a few of the more recent additions: abbreviation. Name, Image, Likeness: aspects of a collegiate athlete’s identity for which they may earn money from a third party, as for advertising sponsorship or merchandise sales, although they are prohibited from being paid directly by colleges and universities for their participation in intercollegiate sports.
The Margaritaville Effect Concerts. Cruises. Boardwalk restaurants. Resorts. Retirement communities. Floral shirts, and of course… salt shakers. It’s alll because of Jimmy Buffet, who passed away on September 1st. As inspired musicians and fans alike mourn together while celebrating his life, everyone is finding it hard to reference him as solely a musician, because he was more than that. Songs like “Margaritaville,” “Cheeseburger in Paradise,” and “Changes in Latitudes, Changes in Attitudes” initially catapulted Jimmy Buffett to stardom. Though sometimes silly, his lyrics bring up images of sandy beaches, cool breezes, and umbrella’d frozen drinks. And it makes people feel good. His unique fusion of genres and themes resonates with a wide audience, creating an obsession for celebrating the ‘relaxed moments’ in life by his devoted “Parrothead” followers.
We think that what made Buffet so magical was his ability to turn his music into a brand. His artistry extends beyond the music, beyond the clothing, beyond the physical locations. It embodies the idea of escapism, relaxation, and enjoying life’s simple pleasures. From clothing and drinkware to beach accessories and home decor, the Margaritaville lifestyle is a thriving subculture embraced by fans worldwide. RIP, Jimmy Buffet. We have a feeling that you’ll never be forgotten.
Celebrity Drama If you want the 4-1-1 on who’s with who and what’s happening in Hollywood, we’ll let you buy a gossip mag in the supermarket checkout aisle. But if you want OUR take on celebrity gossip… keep reading: Society begs for a crumb of inside scoop on the lives of those they admire most. Why? We think it’s because humans are, as a species, obsessed with stories of all kinds. Whether they’re factual, fictional, or somewhere in-between, it’s through stories that we learn about and make sense of the world. (Even if the gossip we hear actually makes no sense at all). Fascination with celebrity gossip serves as a valuable lens that creative brand design teams can leverage to connect back to popular culture trends, draw inspiration for design, develop compelling stories, and gain insights into consumer preferences. By keeping a pulse on the world of celebrities, we can craft creative strategies that align with current societal interests, ultimately driving engagement and relevance for the Sheetz brand.
Football Freakz A newsletter on the topic of fall and obsession wouldn’t be complete without the mention of FOOTBALL. Fans across the nation spend Saturday’s, Sundays, Monday’s AND Thursday’s planted on their couches or at local bars to cheer on their favorite college and professional teams. From a creative perspective, we know there is more to the story than X’s and O’s. Fashion is, like OBSESSED, with football. It’s a well-documented relationship, too. High-end brands have provided off-duty apparel for teams and tapped star players for their campaigns and runways in hopes of coopting the sport’s global audience and cultural cachet. Former PSU football player-turned NY Giant Saquon Barkley even walked as a model recently for Off-White in New York Fashion Week. But the relationship goes both ways. Many professional and collegiate athletes are highly-interested in teaming up with fashion and consumer brands as a form of self-expression to stand out and profit from their name, image and likeness outside of their role on a team. Take Alabama quarterback Bryce Young. Last year’s Heisman Trophy winner has secured deals with the likes of Cash App, Subway, Logan’s Roadhouse, and even BMW.
His successful partnerships demonstrate the large, untapped market of accessibility to collegiate athletes that is quickly unfolding due to a recent change in NCAA approval of athletes’ ability to profit from their personality. For brands, this marks a huge opportunity to partner with players who align with their offering, geographic location, or brand persona in order to boost their engagement and reach new consumer bases. The fandom relating to athletes and their teams runs deep… and the benefits of brand association with those underlying loyalties can’t be understated. Another trend we find super interested is players leveraging the work of creatives to develop uniform customizations, namely their cleats. Artists across the globe are being commissioned to paint and decorate NFL-regulated cleats for athletes based on their beliefs, personal brand, or causes they support.
Branding Faux-Pas Not every personal branding motive pays off though, especially when it’s done too swiftly and fueled by am obsession to cast off the ‘old’ and demonstrate a strong takeover. This was the case with Elon Musk’s changing the name of ‘Twitter’ to ‘X’… literally overnight. The amateurish way the rebrand took place is causing negative repercussions across the platform’s users and revenue streams. The decision to drop Twitter blue for black appears to be the result of a Musk poll, rather than any deep strategic insight. The logo is not an original piece of work, but simply the ‘x’ glyph from Special Alphabets 4 font (making it impossible to trademark). Overall, the loss of equity from dumping one of the world’s most valuable brand names, according to Brand Finance, is hard to measure but likely to be sizeable. We see that ‘Threads,” a new social platform owned by Meta, has been created with an almost-exact replica of Twitter/X’s user interface, but the long-lasting vitality of the platform is yet to be seen.
Rushing Seasons Alas, we’ll wrap up the creative news section back where we started: Halloween. Though it’s celebrated on the LAST day of this month, ‘spooky-season’ kicked off long before that. Walt Disney World in Orlando transformed its parks into a Halloween-themed haven on July 31st. Walk into a Michaels Store any time after July 7th and you’ll find the Halloween season in full swing. Starbucks released their iconic ‘Pumpkin Spice Latte’ on August 24. It makes us wonder: what’s the obsession with rushing the seasons? According to research, the push for businesses to release seasonal items earlier than ever before all relates back to supply chain issues. Starting in the late 90’s, there was a push to actually have people do the shopping and decorating for each season/celebration earlier to relieve the burden on the supply chain elsewhere. And it never stopped.
And we can’t forget MONEY: retailers make up to 30% of their annual sales during the holiday season now, meaning they want to expand the timeframe for buying in order to bolster product. Post-pandemic, consumer demand and trends have led brands to release their Halloween-related items earlier than ever before, historically. By skillfully integrating their brand into the evolving retail landscape, creative teams can make early seasonal releases not just a commercial event, but a storytelling experience that connects with consumers on a deeper level.
DELIVERY BUNDLES E R E H O E D WATCH VI
SHWEETZ DONUT 2.0
SBC HALLOWEEN DRINKS
MTO $3.99 NEW PIZZA FLATZ
SBC HOLIDAY MILKSHAKES
SOCIAL CONTENT
1989 SHEETZ POV
MAC & CHEESE PINATA
AWKWARD BITE
OH SHEETZ
APPZ TREE
CARWASH THOUGHTS
SOCIAL CONTENT
SHEETZ FOOD HACK
MAC & CHEESE FOOD HACK
POP SHEETZ MILKSHAKE
FRIED APPZ
HOT DOG COPIER
DIGITAL EASE OF USE DELIVERY
LET’S WELCOME OUR NEW STORE DESIGN TEAM MEMBERS Retail Planning & Design Manager, Amy Gribbell recently added two new members to her team! Please join us in welcoming Angela Rice and Kristen Kanotz!
L L E B B I R G Y M A NING & DESIGN MANAGER RETAIL PLAN
IENAVIRN WAGNER ONMENT DESIGNE
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ANGELA RICE STORE DESIGN ENVIRONMENT SUPERVISOR
KRISTEN KANOTZ RETAIL PLANNING DESIGN SUPERVISOR
When Angela’s not working, you’ll find her near the water: whether that’s on a kayak, in the pool, or sitting *down* on a stand-up paddleboard, because balance = HARD!
If you wanna talk football, Kristen’s your go-to! She’s a die-hard fan for the Browns and Buckeyes.
Just like her passion for outdoor aquatic environments, she brings a high-level of attention to detail and oversight to creating the perfect overall vibe and design of Sheetz stores!
Luckily for us, she’s just as passionate about building designs, remodels, refreshes, and existing store roll-out programs in her role at Sheetz! She brings great expertise and wisdom to the job, even though she had a WHOPPING FIVE wisdom teeth removed back in the day.
Previously a 7-year vegan turned omnivore again due to her love of fish tacos, Angela is a mom to 2 sons + 1 daughter + 1 dog + 2 naughty black cats!
Word on the street is, she and her husband plus their 3-year-old son make the best homemade pasta around.
TITLE: Digital Designer
TENURE: 2 Years
DESCRIBE YOUR ROLE IN 3 SENTENCES:
I create content that makes our customers remember and love our brand from the connection they have with us on social media using humor and relatable content. Giving people an emotional attachment to the brand creates brand loyalty and online conversation that keeps us at the forefront of people’s minds.
PROJECT YOU’RE MOST PROUD OF: NEW Shweetz Donutz Review video
HOBBIES & INTEREST: Reading, video games, hanging out with my pups (and husband), and trying new food.
FUN FACT:
I won a bunch of coloring contests as a kid!
IF YOU WERE AN M•T•O, WHAT WOULD YOU BE? Mac-N-Cheese bites with Marinara!
W E I V E R T U N DO WATCH THE