# Joyful Protein Milkshake Campaigns Shake Ya Can by Nurri Spotlights Fun, Approachable Nutrition By Laura McQuarrie | Published 2026-01-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shake-ya-can References: [finance.yahoo](https://finance.yahoo.com/news/curiosity-named-agency-record-nurri-163700174.html) & [drinknurri](http://www.drinknurri.com)  [Nurri](https://www.trendhunter.com/trends/vibrant-packaging-design), known for its [ready-to-drink protein milkshakes](https://www.trendhunter.com/trends/arla-protein-milkshake), is launching [Shake Ya Can](https://www.trendhunter.com/trends/pizzeria-badiali) to express its fun, joyful spirit and promote its products that deliver enjoyable flavor and functional benefits within an easy-to-consume canned format. Independent creative agency Curiosity has been named agency of record for Nurri, and their partnership kicks off with Shake Ya Can, Nurri's first advertising campaign. "Protein is having a cultural moment, but the ready-to-drink category is still asleep," said Ashley Walters, Chief Marketing Officer and Partner at Curiosity. "Nurri has the ambition and courage to be a category leader, and we're excited to help lead the brand through its next phase of high growth." Nurri's protein-packed shakes with 30 grams of protein and ultra-filtered milk boast all the taste of a classic milkshake with just a gram of sugar. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 42% | Activity: 60% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Fun-oriented Dietary Products:** Brands are infusing fun and playfulness into dietary products, making nutrition more appealing and accessible to consumers seeking enjoyment in their healthy choices. - **Cultural Protein Movement:** The increasing cultural emphasis on protein consumption is motivating brands to innovate with diverse and enjoyable protein-based products to meet changing consumer preferences. - **Canned Beverage Innovations:** The rise of convenient canned beverages is driving innovations in packaging and flavors, enhancing consumer experiences with ready-to-drink nutritious options. ### Who This Affects Most - **Functional Beverages:** The functional beverage industry is witnessing a surge in demand for products that deliver both nutritional benefits and enjoyable flavor profiles. - **Advertising and Branding:** Creative advertising and branding efforts are essential for companies seeking to distinguish their products in the crowded and competitive beverage market. - **Health-focused Consumer Goods:** The health-focused consumer goods industry is poised for growth as products that combine taste with health benefits resonate with evolving consumer priorities. ## Related on Trend Hunter - [Ultra-Filtered Protein Shakes](https://www.trendhunter.com/trends/prime-protein-shake.md) - [Protein-Rich Milk Alternatives](https://www.trendhunter.com/trends/proteinrich-milk-alternative.md) - [Functional Protein Fiber Refreshments](https://www.trendhunter.com/trends/beyond-immerse.md) - [Ultra-Filtered Protein Milks](https://www.trendhunter.com/trends/nurri-milk-shake.md) - [Energizing Creatine Beverages](https://www.trendhunter.com/trends/clean-savd-creatine.md) - [Rebranded Protein Milkshakes](https://www.trendhunter.com/trends/vibrant-packaging-design.md) - [Fruity Refreshing Protein Drinks](https://www.trendhunter.com/trends/protean-drinks.md) - [Fruity Lactose-Free Beverages](https://www.trendhunter.com/trends/strawberry-30g-protein.md) - [Simple Protein-Infused Soymilks](https://www.trendhunter.com/trends/simple-organic-soymilk.md)