 Later, Ovaltine became the sponsor of "Captain Midnight", and it continued the premiums through advertising on the labels and foil tops of Ovaltine that could be collected to exchange for "Captain Midnight" premiums and offering membership to the "Secret Squadron".In 1929, Betty Crocker issued coupons that could be used to redeem for premiums like free flatware.In 1937 the coupons were printed on the outside of packages, and later the Betty Crocker points program produced a popular reward catalog from which customers could pick rewards using their points.