Soothahero was due to hit the streets of Edinburgh this week in advance of the launch of the next burst of national advertising for Soothagel, which is set to break this weekend.
Promotional material designed to look like a tabloid paper, 'The Daily Soother', is also being handed out.
Gloucester-based Lanes is using its retained agency Target Public Relations - based in Cheltenham - to promote the campaign.
Target reports to Lanes marketing manager David Cole.
Soothahero, who saves a damsel in distress from an evil mouth ulcer, has already appeared on the streets of London, Birmingham and Manchester.
Target is also promoting results of a survey into consumer attitudes to ulcers.