Nurri

From One Chocolate Milkshake to One of America’s Fastest-Growing Beverage Brands

QNY Creative helped launch Nurri as more than a product. We built it as a brand of the people for the people. By combining sharp positioning, omnichannel creative, creator-led buzz, and retail activation, we turned a single chocolate protein milkshake into one of the category’s fastest-rising brands.

The Opportunity

Protein is everywhere. From popcorn and soda to powders, shakes, and snacks, the category is saturated with functional claims and hard-to-distinguish products. Breaking through required more than visibility. It required building a brand people could connect with instantly and want to claim as their own.

Nurri entered the market with the right product truth from the start: strong macros, an accessible price point, and a better-tasting experience in a category known for compromise. The challenge was turning that into a brand with enough emotional pull and commercial momentum to survive a high-stakes national Costco launch.

The Challenge

Launching a new beverage into Costco at a national level meant there was no room for a slow ramp. Nurri had no existing awareness, no consumer history, and no retail equity to lean on. The brand needed to create immediate impact, drive trial, accelerate sell-through, and prove it could perform at shelf from day one.

At the same time, product landed in different Costco clubs at different times, creating an inconsistent rollout in market. That meant the activation strategy had to be flexible, fast, and culturally alive in real time.

The first mandate was survival: win the Costco challenge and prove the brand belonged on shelf. The second was scale: grow as quickly as possible once the product gained traction.

The Strategy

QNY built Nurri from concept to shelf with a full go-to-market system designed to make the brand feel social-first, accessible, and impossible to ignore.

We led brand strategy, positioning, launch strategy, creative platform, social strategy, influencer, paid social, UGC, retail media, content production, website, omnichannel creative, and community activation, including seeding and management.

The objective was not just to launch a product. It was to launch a protein disruption people could believe in. A brand of the people, for the people.

The Approach

We built Nurri as a social-first brand before it ever became a retail success.

In a category crowded with chalky, clinical, overly functional products, Nurri needed to feel different. So we built the brand around joy, craveability, and community. From the beginning, the work was designed to make people smile and say, I love this. Nurri is my brand.

We used influencers, paid social, UGC, and community management to create immediate energy around the launch. As product began arriving across ~650 Costco clubs, we turned that uncertainty into an advantage with the Nurri Hunt, sending creators and fans to search for the product in-store and turning availability into discovery and discovery into social proof.

We paired that with organic-feeling UGC-style content, high-volume creator partnerships, and hands-on community engagement that kept the brand visible, shareable, and culturally relevant. Thousands of UGC videos helped transform Nurri from a new product on shelf into a consumer-led movement online.

Launch Impact

The launch delivered significant early momentum across awareness, engagement, creator participation, and retail demand.

In the first phase of launch, Nurri reached millions of consumers, generated major social visibility, sparked high-volume engagement, and drove meaningful purchase consideration through creator content, paid support, and community-led discovery.

The brand quickly established itself as more than another protein shake. It became a social-first brand consumers were excited to find, try, share, and talk about.

The Impact

Nurri did not just enter the market. It created immediate traction in one of the hardest categories to break.

What started as a new product launch became a scalable growth engine built on social-first brand building, retail sell-through, creator momentum, and a strong emotional connection with consumers. By making Nurri feel personal, affordable, and easy to root for, QNY helped turn a single-flavor launch into one of the fastest-growing beverage success stories in the country.

This was more than a launch. It was the creation of a modern protein love mark.