In 1992, Philip Morris USA had distributed nine million L.E.D. lighters as part of a promotional campaign.
The L.E.D. lighter had unfortunately become very popular with children who used to take them from their parents and light them under bed sheets to watch the L.E.D. lights blink. The lighter was designed to burn only when the lights were turned on.
Several fires occurred, but fortunately, there were no deaths or injuries.
This lighter became a symbol for the fire fighting community as it sought Consumer Product Safety Commission (CPSC) efforts to mandate childproof lighters.
Taking a Stand
As a junior member of a cross-functional senior management task force for Philip Morris, Josh advocated for the immediate recall of these lighters.
Josh also recommended posting warnings in all retail establishments urging parents to ensure that the lighters were kept out of the hands of children and eventually led a recall effort that was viewed as highly controversial by the marketing department. It was a difficult situation, but he took a strong position to protect the company’s reputation and prevent potential litigation and reputational risks, even in the face of strong opposition by senior management in Sales and Marketing.
The lighters were recalled and CPSC set new standards for childrproof lighters.
Positive Outcome
In recognition of my efforts, the National Association of State Fire Marshals awarded Josh their Corporate Citizen of the Year Award.
Josh’s actions further forged a personal relationship with a number of state fire marshals that led to the creation of a long-lasting favorable relationship with their national trade association.
Accepting full responsibility, adjusting course, and moving on are very difficult steps to take.
Individuals and organizations that muster the moral fiber and character to accept responsibility for the consequences of their actions in the long run become respected leaders.
In the capacity of representing Philip Morris, I chose to lead from the front by doing what was right and worked with the community and fire fighters to reduce house fires by recalling cigarette lighters that had been linked to PMUSA’s promotional campaign.
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