Breakthrough mouth ulcer treatment iglü is being launched to UK consumers by Bray Leino with a national press and TV campaign.

The new triple action gel works by forming a long-lasting protective barrier around the ulcer that numbs pain, fights infection and speeds healing.

Taking its name from this protective cap that sticks even after eating and drinking, iglü is being positioned as the mouth ulcer treatment ‘with sticking power'.

The TV campaign is running on ITV throughout May while ads will appear in the national press until the end of May 2008. Launched to the trade in April, the campaign also includes an iglü website - www.iglugel.co.uk - which is being supported by a targeted online campaign. In store activity focuses on show cards and shelf-edgers.

Stuart Roberts, Brand Manager of iglü says: "Clinical trials have shown that iglü cuts healing time from five and a half days to just four because the ‘glue' which makes the gel stick to the ulcer allows pain-relieving and antiseptic ingredients to work more effectively. Bray Leino has built on this concept by creating a campaign that focuses on iglü's ‘sticking power'."

Bray Leino managing director Bruce Hutton says: "Developing a stand-out integrated campaign for iglü was exciting because agencies are not always fortunate enough to have a genuine point of difference to work with. iglü clearly does, and our campaign is designed to build on this and quickly help people realise that this product is really something different.

"While mouth ulcers are small and hard to treat, they can make you feel pretty miserable, so letting people know iglü doesn't get rubbed or worn off, even with eating and drinking, was crucial."

iglü costs £5.99 and is only available from pharmacies.