Newbridge Silverware hoping to keep its 'blue box' marketing campaign

Newbridge Silverware hoping to keep its 'Blue Box' advertisting campaign despite protests by New York based jewellers Tiffany & Co.

The Kildare brand is believed to be paying supermodel Naomi Campbell €200,000 to front its latest global marketing drive.

Newbridge Silverware said it is engaged in "amicable talks to finalise a mutually agreeable arrangement for the continued use of the term by each company".

Tiffany & Co has more than 300 outlets around the world, including in Brown Thomas in Dublin.

Newbridge Silverware will hope that it does not have to alter the Blue Box campaign, its most expensive and successful to date.

PR handlers believe the campaign has reached 28m people, largely thanks to model Campbell's international appeal.

The Londoner, one of the original supermodels in the 1990s, was photographed for the campaign by the Irish photographer Barry McCall.

Campbell's role ensured publicity in Ireland and overseas, including 41 print features, 50 online articles and 15 broadcast slots, including her appearance on The Late Late Show.

The blue Tiffany boxes are so sought after that empty ones sell on websites such as eBay.

Previous Newbridge Silverware models have included Yasmin Le Bon, Sophie Dahl, Amy Huberman and Roz Purcell. Rugby players Ronan O'Gara and Rob Kearney have also fronted campaigns for the brand.