Grants of Ireland has invested £500,000 (€634,870) in a new outdoor and press campaign for Tullamore Dew Irish Whiskey. The campaign will appear in more than 400 poster sites and in the national press and was created by Dublin agency Grey Mediacom.

Its creative approach is a departure from traditional whiskey advertising, since it does not rely on the product's Irish heritage or on creating an upmarket mood.

Instead, it is aimed at men aged 25 to 40 and features a series of one-liners, such as: "Does the label on your shorts say `Made in Ireland'?"

"This campaign sets out to bring some life to the market by clever and humorous advertising," said Mr Max Hayes, the brand's marketing manager.