The Perrier 'Small Bubbles' campaign uses bubbles to break bad news. In order to advertise Perrier's line of sparkling mineral water, a series of print ads were created with insults and negative news being softened by bubbles. The text "small bubbles make it easy to swallow" was paired with the retro illustrations in order to emphasize how pleasant carbonated water is.
Each ad captures a different person receiving negative news with a smile on their face. Cringe-worthy statements like "We cut off your wrong leg" or "Your new book made me wish I was illiterate" are completely misinterpreted by their recipients. Ad agency Ogilvy Paris illustrated attractive women receiving the insults and bad news with great grace.