As we all know, smoke alarms are among the most important attributes of maintaining a safe household — so important that consumers will likely be driven toward a purchase based on necessity, rather than flashy packaging. But that doesn't mean packaging innovation can't occur in this important segment. In fact, WestRock received the top Sustainability Award in the 2019 Paperboard Packaging Council's (PPC) Paperboard Packaging Competition with its package for a First Alert smoke alarm. According to the PPC, WestRock's NatraLock package design reduced 61% of the plastic and 48% of the packaging weight compared to the previous design. We're always on the lookout for packaging innovation - send any POW! submissions to Cory Francer at cfrancer@napco.com.