Topps had robust rewards campaigns for their distributors and retailers, a practice they maintained from day one in confectionery business. Boxes of products contained premium certificates for the local retailers, while better rewards could be had by their wholesalers (jobbers in the parlance). Sometimes they would offer incentives, especially with larger sized orders, or when they wanted to blow out some product that was in danger of going stale. Bazooka was famous for this kind of promotion and I recently saw a couple of these premiums online and grabbed some scans.
For the executive type, a briefcase was offered as part of one campaign:
Old school security system there with that key! I'm not certain on the dating but believe it to be early-to mid-1960's.
For the family minded, Topps offered a picnic bag, in a wonderful plaid pattern. This promotion looks like it was used to push a nickel "Clip" version of Bazooka, which I assume was a looser cello containing some product for a vertical counter display: