The work, created by Beattie McGuinness Bungay, uses the line 'Irish at its best'. The agency was handed the global task, its first piece of Diageo business, last February.
The activity draws on Bushmills' Irish heritage in an attempt to appeal to a more upmarket audience. The print campaign, entitled 'Welcome', comprises 10 ads featuring real employees of the Old Bushmills Distillery.
The brand will also gain exposure via its sponsorship of the Irish rugby union team, which will be playing in the RBS 6 Nations tournament, beginning next month.
At the same time, Diageo is launching Bushmills 1608, a limited-edition anniversary whiskey. It goes on sale in February and will be available in key markets. After this year it will be sold only at travel retail outlets and the distillery.
It is 400 years since a licence to distil whiskey was granted to the Bushmills area. The Bushmills website has been updated to reflect the anniversary, and encourages people to visit the distillery.
There are five whiskeys in the regular Bushmills portfolio, ranging from Original, a blended whiskey, to Bushmills Malt 21 Years Old.
Diageo acquired Bushmills from Pernod Ricard for £200m in August 2005.
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