Fundraising of $3 Million in Media-for-Equity Deals by Mercurius Media Successful
Emulait, a science-led infant feeding brand, has announced a strategic partnership with Mercurius Media Capital (MMC). This partnership is centered on a $3 million media-for-equity investment, which provides Emulait with premium advertising inventory instead of traditional capital.
The partnership aims to significantly enhance brand awareness and customer acquisition by leveraging MMC's extensive media expertise and network. Key elements of the strategy include:
- Emulait receiving $3 million worth of advertising across national broadcast, digital, and out-of-home platforms, enabling broad market reach.
- MMC's media partners, such as Sinclair Broadcast Group and TelevisaUnivision, help Emulait expand its visibility among new parents and caregivers nationwide.
- The partnership focuses on educating consumers about Emulait's innovative infant feeding system, aiming to build brand recognition and trust to drive customer acquisition at scale.
This media-for-equity structure aligns MMC’s success with Emulait’s market growth since MMC takes equity stakes in return for advertising. Piyush Puri, Founding Partner at MMC, stated that Emulait is addressing a real need in a $3+ billion category, a market that has seen little true innovation in over 5 decades.
Shilo Ben Zeev, CEO of Emulait, expressed excitement about the partnership with MMC, stating that it will help Emulait connect with more families seeking healthy and breast milk-like feeding solutions. MMC’s Puri expressed his excitement about helping Emulait scale into a household name.
The impact is expected to be a significant acceleration in Emulait’s brand presence across the U.S. market, increasing household penetration and connecting the brand to more families seeking advanced infant feeding solutions. This partnership strategically transforms ad spend into equity investment, enabling Emulait to leverage high-impact media channels and MMC’s industry relationships to build broad consumer awareness and rapidly scale its customer base.
[1] Emulait Press Release, [Date] [2] Mercurius Media Capital Press Release, [Date]
- The strategic partnership between Emulait and Mercurius Media Capital (MMC) focuses not only on enhancing brand awareness but also on building trust by educating consumers about Emulait's innovative infant feeding system in the health-and-wellness sector.
- The media-for-equity investment structure, worth $3 million, allows Emulait to gain advertising across various platforms, including national broadcast, digital, and out-of-home, which are crucial for both fitness-and-exercise brands and finance-focused businesses aiming to expand their reach.
- MMC's participation in Emulait's growth equity, in return for advertising, not only demonstrates their commitment to investing in innovative businesses but also signals their confidence in Emulait's potential to become a leading player in the $3+ billion infant feeding market.
