Nurri launches Shake Ya Can, its first national consumer campaign for the US market, created by AOR Curiosity and directed by Daniel Russell of ArtClass in
ARCHIVENurri Shakes Up RTD Protein With Its First National Campaign
Nurri's Shake Ya Can is the brand's first national consumer advertising campaign, launched in the United States in January 2026, created by agency of record Curiosity and directed by Daniel Russell of ArtClass, positioning Nurri's ready-to-drink protein milkshake as a fun, energising fuel for active, health-conscious Americans through a film set inside a lively diner.
Nurri launched as a brand in 2024, according to prnewswire.com, and spent its early period building product presence before committing to national advertising. The decision to debut with a fully integrated campaign across linear TV, connected TV, Meta, and YouTube, as reported by mediapost.com, signals a clear escalation in ambition. For a challenger brand entering a crowded performance nutrition segment, the choice to lead with personality rather than product specification is a deliberate one. The campaign's single media asset centres on an ensemble cast of diner patrons and staff who break into joyful, rhythmic movement after fuelling up with Nurri, turning an everyday setting into a showcase for the brand's core promise: that great-tasting RTD protein can energise real moments, not just gym sessions.
The campaign is classified as Content, Film, and Integrated, and its distribution footprint across both traditional and digital channels reflects Nurri's intention to reach health and fitness audiences at scale across the United States. Clapboard has assigned Shake Ya Can a score of 63 out of 100, reflecting the campaign's strong creative warmth and strategic clarity while noting the relative modesty of its documented media asset volume at launch. The campaign's tagline, drawn directly from its title, doubles as a product instruction and a dance invitation, a dual register that anchors Nurri's tone as playful but purposeful within the competitive non-alcoholic drinks and fitness nutrition landscape.
ARCHIVENurri enters national advertising at a moment of measurable expansion in the ready-to-drink protein category across the United States. North America represented approximately 35.5% of global high-protein RTD shake revenue in 2025, according to Grand View Research, underscoring the geographic concentration of demand that makes a US-focused launch logical for any brand with performance nutrition ambitions. The broader RTD shake market reached estimates of between $8.7 billion and $13.29 billion globally in 2025 and 2026, as reported by wiseguyreports.com and skyquestt.com, with forecasts projecting continued growth through the early 2030s.
Within this environment, Nurri competes against established RTD protein brands including Premier Protein, which holds significant shelf and retail presence across American grocery and club channels, and Fairlife, whose Core Power line has built strong consumer recognition in the fitness and convenience segments. Both competitors lean heavily on functional messaging and athlete association. Nurri's creative strategy under Curiosity departs from that convention by foregrounding enjoyment and movement culture rather than macronutrient credentials, a positioning choice that Ashley Walters, Chief Marketing Officer and Partner at Curiosity, addressed directly. As reported by mediapost.com, Walters noted that protein is having a cultural moment but that the ready-to-drink segment had not yet produced creative work that fully reflected that cultural energy. Shake Ya Can is Curiosity's answer to that gap.
The appointment of Curiosity as agency of record followed a competitive multi-agency review, as confirmed by prnewswire.com. That process, and the speed with which a national campaign was produced and distributed, suggests Nurri's brand leadership identified 2026 as a critical window to establish identity before the RTD protein category becomes further consolidated by larger beverage conglomerates investing in the same health and fitness consumer.
Daniel Russell directed Shake Ya Can for Nurri through production company ArtClass. Russell's background shaped the campaign's visual register in a specific and intentional way. As reported by prnewswire.com, Russell described the brief as the perfect full-circle moment, one that allowed him to merge his music video roots with a fun, irreverent commercial sensibility. That heritage is visible in every frame: the blocking of the ensemble cast, the rhythm of the editing, and the way movement is choreographed to feel spontaneous rather than staged all carry the kinetic grammar of music video production.
The creative concept was developed by Curiosity under the leadership of Chief Creative Officer Jeff Warman, with Creative Directors Matt Cragnolin and Pam Fraser shaping the executional approach, as documented by adsoftheworld.com. The diner setting is not incidental. It positions Nurri within the texture of American daily life rather than the aspirational sterility of a gym or a sports arena, and it allows a genuinely diverse cast of characters to participate in the brand's energy without the campaign needing to qualify who Nurri is for. The implicit argument is that anyone fuelling up with a Nurri RTD protein milkshake is a candidate for this kind of joy.
The campaign's tonal register, irreverent, warm, community-oriented, separates it from the clinical functionality that dominates performance nutrition advertising in the United States. The integration of movement as both metaphor and entertainment device gives the film replay value that purely informational advertising rarely achieves. For a brand making its first national statement, Shake Ya Can establishes a creative language that is distinctive enough to be memorable and flexible enough to sustain future executions as Nurri grows its presence across the US market.
Verified third-party performance data for Shake Ya Can is limited at this stage of the campaign's public life. As documented on Clapboard's platform, the campaign accumulated 1,519 views, 23 likes, and 7 comments within the first 12 days of publication, reflecting the early-stage nature of its archival presence rather than its full media reach across linear TV, connected TV, Meta, and YouTube in the United States.
Coverage of the campaign's launch appeared across several trade publications. MediaPost reported on the campaign on January 16, 2026, with positive, factual framing, as noted in mediapost.com's coverage. Beverage Industry addressed Shake Ya Can in its March 2026 issue, positioning it explicitly as Nurri's first consumer campaign, per Digitaledition Bevindustry. Campaign US reported the Curiosity appointment on January 14, 2026, according to campaignlive.com, with neutral-to-positive editorial sentiment. TrendHunter also catalogued the campaign, per trendhunter.com, extending its discoverability among innovation and culture audiences.
Structurally, Shake Ya Can demonstrates several characteristics associated with effective brand-building in competitive consumer categories. The campaign commits to a single, coherent emotional territory across all channels. It deploys a director with a demonstrably relevant creative background. It distributes across a media mix that reaches both broad linear audiences and targeted digital fitness communities in the United States. For a brand that did not exist before 2024, achieving national creative distribution with a fully integrated campaign by January 2026 represents a compressed and confident go-to-market posture that gives Nurri a platform from which subsequent RTD protein and performance marketing activity can build.
Shake Ya Can is Nurri's first national consumer advertising campaign, launched in the United States in January 2026. Created by agency of record Curiosity and directed by Daniel Russell of ArtClass, it features diner patrons and staff dancing after drinking Nurri's ready-to-drink protein milkshake, blending fitness, health, and playful movement culture.
Daniel Russell of production company ArtClass directed Shake Ya Can. Russell brought a music video background to the project and described the brief, according to prnewswire.com, as the perfect full-circle moment combining his music video roots with an irreverent commercial sensibility suited to Nurri's RTD protein brand identity.
Curiosity created Shake Ya Can as Nurri's agency of record. Curiosity was appointed following a competitive multi-agency review, as reported by prnewswire.com. Jeff Warman served as Chief Creative Officer, with Matt Cragnolin and Pam Fraser as Creative Directors, and Ashley Walters as Chief Marketing Officer and Partner at the agency.
Nurri distributed Shake Ya Can across linear TV, connected TV, Meta, and YouTube in the United States, as reported by mediapost.com. This integrated media mix reflects the brand's intent to reach health and fitness consumers at national scale while also engaging targeted digital audiences across performance and lifestyle channels.
Shake Ya Can positions Nurri as a fun, flavourful RTD protein milkshake for everyday active consumers, not only dedicated athletes. This differentiates Nurri from competitors such as Premier Protein and Fairlife Core Power, which rely more heavily on functional and athletic messaging across the United States performance nutrition segment.
Nurri's Shake Ya Can campaign received a Clapboard Score of 63 out of 100. The score reflects the campaign's strong creative warmth and strategic clarity in the US non-alcoholic drinks and fitness category, while acknowledging the limited volume of documented media assets available for evaluation at the time of publication.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
