Shake Ya Can - Nurri | Clapboard Ad Archive
Nurri’s national launch campaign, Shake Ya Can, stakes a bold position in the saturated US sports and fitness drinks market by leaning into joyful movement as the emotive gateway for its ready-to-drink protein milkshake, developed in partnership with Curiosity. Eschewing fitness tropes of gritted teeth and gym sweat, the work situates Nurri in the universal arena of everyday energy and communal fun: a classic American diner where an eclectic mix of patrons and staff are transformed not in body but in spirit, propelled into uninhibited dance by the brand’s signature product. This visceral, music-driven tableau trades literal nutrition messaging for the immediacy of feeling, tapping a cultural nostalgia while also speaking to consumers who seek wellness without sacrificing pleasure. Where heritage brands like Premier Protein and Muscle Milk tout functional claims and rigorous formats optimized for regimen-focused athletes, Nurri deftly widens its aperture, signaling that protein supplementation can serve both personal fitness and spontaneous joy. The film’s creative strategy—what Clapboard’s taxonomy threads as FORMAT#9—Symbolize the Benefit—prioritizes metaphor over demonstration: the act of shaking one’s can becomes a stand-in for the physical and emotional lift that Nurri promises, inserting the product into a lifestyle ritual rather than a nutrition routine. This approach runs counter to category convention and both demystifies protein for the casual consumer and asserts taste and enjoyment as core values without undermining the product’s health credentials. In working with Curiosity, the brand makes explicit its ambition to refresh both image and audience within a non-alcoholic drinks sector increasingly defined by hybrid wellness narratives. The integrated media push, anchored by a visually driven film asset, extends Nurri’s reach beyond gym walls to mainstream conversations around health, fun, and community, reinforcing the sense that vitality is not an exclusive club for the hyper-disciplined. Clapboard rates this 63/100. At a time when wellness brands are fighting to differentiate through increasingly technical claims, Shake Ya Can signals a shift toward accessible, celebratory messaging that frames wellness as both inclusive and culturally resonant.
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