AFTER DROPPING UNTOLD MILlions over the decades to dispel any notion that cigarette smoking is bad for us, Philip Morris is spending a further $200 million to acknowledge a health risk. On May 26, the tobacco giant recalled 8 billion cigarettes after discovering a pesticide and respiratory irritant in some of its filters. One of the largest consumer recalls ever went remarkably well: Philip Morris dispatched 5,000 employees to contain the damage, launched an information campaign in U.S. newspapers, and sent thousands of telegrams to customers. "They did in a weekend what should have taken weeks," marvels Gregg Wellinghoff, president of wholesaler Keilson-Dayton.

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