Introduction: managing safety, scale and scrutiny in a complex lithium-ion battery recall

Lithium-ion batteries have revolutionized the way we power everything from household electronics and medical devices to electric vehicles, industrial equipment, and renewable energy storage systems.

However, their ubiquity comes with inherent challenges, especially concerning product safety and navigating intricate regulatory frameworks. When these batteries necessitate a recall, the complexities can escalate rapidly, demanding meticulous planning and execution to safeguard consumers, supply chains, and brand reputation.

When a leading global smartphone manufacturer faced the urgent recall of nearly one million devices due to fire and burn hazards, the challenge extended far beyond logistics. The situation called for a coordinated, high-speed response—one that balanced regulatory compliance, consumer safety, and brand preservation in the face of intense public scrutiny.

Challenge: a global safety crisis with no room for error

The recall was triggered by a U.S. Consumer Product Safety Commission (CPSC) investigation, which determined that the manufacturer had to remove its flagship smartphone from the market. The situation rapidly became a global headline, with media scrutiny, consumer concerns, and regulatory oversight converging to create an urgent and highly complex challenge.

Speed was critical. The manufacturer had already initiated a recall through the CPSC’s Fast Track Recall process to mitigate risks and regain consumer trust. Wireless carriers and retailers demanded an immediate solution, while customers—many of whom relied on their devices for daily life—expected a seamless resolution.

Compounding the challenge was the hazardous nature of lithium-ion battery failures, requiring highly specialized fireproof packaging for safe transport. The manufacturer set an aggressive timeline: the majority of recall kits needed to be in market within four weeks.

Solution: a scalable, precision-driven response

Sedgwick Brand Protection was engaged to manage event execution. Recognizing that this was not a conventional recall, the team devised a multi-layered approach:

1. Specialized recall kit development and deployment:
   • We designed and engineered three types of specialized recall kits engineered specifically for safe transport of affected lithium-ion batteries.
   • Integrated fireproof packaging and compliant shipping solutions to meet regulatory and safety standards.
   • Engaged with our network of logistics partners to expedite labeling, tracking, and shipment, ensuring precise visibility into every package.
2. Agile workforce expansion and 24/7 Operations:
   • We hired and trained over 300 specialized workers within days to operate round-the-clock fulfillment lines.
   • Expeditiously scaled the team to more than 700 new hires as recall demand surged.
   • Established a 30,000-square-foot overflow facility within 48 hours to accommodate operational needs.
3. Consumer-Centric Crisis Management:
   • Developed a customized online ordering system for carriers to request recall kits efficiently.
   • Introduced a VIP ‘White Glove’ Service for consumers who experienced device malfunctions. Field representatives provided in-home pickup, replacements, and additional incentives—turning a crisis response into a customer loyalty opportunity.

Results: a model for crisis management excellence

Despite the extreme time constraints, intense regulatory oversight, and significant safety risks, Sedgwick Brand Protection executed the recall with precision. The manufacturer achieved its ambitious timeline, carriers and retailers were able to remove hazardous devices quickly, and most importantly, consumer trust was preserved.

By going beyond traditional recall management and prioritizing both efficiency and customer experience, Sedgwick Brand Protection helped transform a potentially brand-damaging event into an opportunity to reinforce the manufacturer’s commitment to safety and service.

Key Takeaways:

• Plan for the unexpected. Lithium-based batteries offer unmatched convenience but require a proactive risk-mitigation strategy, including recall preparedness.
• Speed and transparency matter. In an era of heightened consumer expectations and regulatory scrutiny, brands that act decisively in a crisis maintain trust and credibility.
• Partnering for Success. Having an experienced, adaptable partner like Sedgwick Brand Protection ensures that even the most complex recalls can be managed with precision, regulatory compliance, and minimal brand impact.

À propos de Sedgwick Brand Protection

Brand and reputation are the most valuable and vulnerable assets a business has. Brands embody everything a business does, and its customers expect.

Nothing says more about a company’s commitment to its customers than its efforts to uphold promises of safety, quality, and service. That’s why companies are often remembered more for how they handle an in-market challenge than for the problem itself. We know what it takes to manage recalls in a way that upholds your commitments to customers, supply chain partners, and regulators.

Trusted by the world’s leading brands and businesses, Sedgwick Brand Protection works in partnership to manage the risks and minimize the impacts of in-market business and product crises. Since 1995, we have managed more than 7,000 of the most sensitive and time-critical product recall and remediation programs, spanning 150+ countries and 50+ languages.

To discover more about our product recall and incident response solutions, visit: www.sedgwick.com/product-recall

1MM

affected units

Dedicated team of

1K

assembled and trained

24/7

operation

30K

square-foot facility set-up in 48 hours