A non-lethal projectile having a shear-thinning fluid within an interior cavity. The shear-thinning fluid having a greater apparent viscosity at low shear rates to spin-stabilize the non-lethal projectile during flight and a lower apparent viscosity at a high shear rate corresponding with the shear-thinning fluid shearing against the frangible cap upon the non-lethal projectile striking the target, with the low viscosity of the shear-thinning fluid allowing proper dispersal upon impact with the target. The shear-thinning fluid can comprise a marking media and be in the form of an emulsion with less than about 50% liquid by volume to effectively disperse upon impact with the target.