Mercurius Media Capital backs LifeSafe with $1.5m US fire campaign deal
Iain Hoey
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LifeSafe receives first fire safety investment from MMC
Mercurius Media Capital (MMC) has announced a $1.5 million investment in LifeSafe Technologies to support a national direct-to-consumer media campaign for its consumer fire safety products in the US.
Mercurius Media Capital said the deal is its first investment in fire safety technology and will fund a campaign aimed at bringing LifeSafe products to US households.
The company said it invests media capital in exchange for equity in consumer categories where demand exists and no single brand has established dominance.
It described fire safety as one such category and said the investment is intended to build LifeSafe’s position in the US market.
LifeSafe product range and US sales position
LifeSafe, a UK-headquartered fire safety technology company, has sold over one million units of its StaySafe All-in-1 in the US since 2022.
The StaySafe All-in-1 is described as a suppression solution covering ten fire types in one compact plastic unit, including cooking oil, electrical and lithium-ion battery fires.
The product is also described as non-toxic, environmentally friendly and not requiring training or maintenance.
LifeSafe said it is extending its range with PanSafe for kitchen cooking fires, StaySafe Lithium for small lithium fires and a larger 600ml All-in-1.
Together, the four products are described as covering the most common fire scenarios in American homes.
Executives outline growth plans for LifeSafe
Piyush Puri, Founding Partner, Mercurius Media Capital, said: “We look for categories where demand is universal but consumer engagement remains underdeveloped.
“LifeSafe has built strong product-market fit and commercial momentum, and our role is to deploy media capital to accelerate awareness and build a leading consumer brand.”
Dominic Berger, CEO, LifeSafe Technologies, said: “When consumers see the StaySafe All-in-1 in action, they buy it.
“All our television activity to date has driven significant sales, and we are confident that this investment by MMC will supercharge our US sales and brand development and provide the platform for worldwide expansion.
“We believe every home, car, boat, RV, school, hotel, and office should have one, as all big fires start small.
“We hope to become the WD-40 of fire extinguishers – easy to use, effective first aid for fire – with a mission to save lives.”