['The', 'first', 'product', "I'll", 'treat', 'is', 'Seven-Up,', 'even', 'though', 'it', 'hardly', 'speaks', 'to', 'the', 'consistency', 'point', "I've", 'stressed', 'since', 'this', 'new', 'campaign', 'only', 'started', 'last', 'September.', 'It', 'is,', 'however,', 'the', 'look', 'of', 'Seven-Up', 'today', 'and', 'we', 'plan', 'that', 'the', 'concept', 'will', 'exist', 'for', 'years', 'to', 'come.', '(Seven-Up', 'Commercial)', 'Larry', 'Bird', 'When', 'we', 'acquired', 'the', 'Miller', 'Brewing', 'Company', 'in', '1970,', 'we', 'were', 'confronted', 'with', 'quite', 'a', 'challenge.', 'The', 'profile', 'of', 'the', 'typical', 'Miller', 'High', 'Life', 'consumer', 'was', 'that', 'of', 'an', 'elder-', 'ly', 'dowager', 'who', 'consumed', 'one', 'bottle', 'a', 'month', 'at', 'her', 'country', 'club.', 'Miller', 'was', 'not', 'laying', 'a', 'glove', 'on', 'the', 'heavy,', 'steady', 'user.', 'So,', 'during', '1970', 'and', "'71", 'we', 'started', 'to', 'move', 'Miller', 'beer', 'out', 'of', 'the', 'champagne', 'bucket', 'and', 'into', 'the', 'lunch', 'bucket.', 'Since', 'that', 'time,', 'the', 'advertising', 'and', 'the', 'image', 'of', 'the', 'brand', 'have', 'remained', 'totally', 'consistent,', 'concentrating', 'on', 'the', 'work', 'ethic', 'and', 'the', 'kinds', 'of', 'people', 'that', 'the', 'heaviest', 'beer', 'users', 'can', 'identify', 'with.', 'Here', 'is', 'a', 'typical', 'Miller', 'High', 'Life', 'commercial', 'which', 'is', 'cur-', 'rently', 'running.', '(Miller', 'High', 'Life', 'Commercial', '--', '"Snow', 'Train")', 'Then,', 'in', '1975,', 'we', 'introduced', 'Lite', 'Beer', 'from', 'Miller.', 'As', 'you', 'probably', 'know,', 'there', 'had', 'been', 'several', 'previous', 'attempts', 'to', 'market', 'reduced-calorie', 'beers', 'in', 'the', 'past,', 'but', 'none', 'had', 'succeeded.', 'Our', 'approach', 'was', 'different.', 'Rather', 'than', 'try', 'to', 'appeal', 'to', 'a', 'diet-conscious', 'consumer,', 'we', 'presented', 'the', 'product', 'for', 'what', 'it', 'was', '--', 'a', 'lower~calorie,', 'great-tasting', 'beer.', 'The', 'type', 'of', 'spokemen', 'we', 'used', 'helped', 'to', 'create', 'the', 'person-', 'ality', 'of', 'the', 'product', 'and', 'really', 'created', 'a', 'revolution', 'in', 'the', 'brewing', 'industry.', 'I', 'would', 'like', 'to', 'show', 'you', 'two', 'Lite', 'commercials', '--', 'one', 'from', 'the', 'early', 'days', 'of', 'the', 'campaign,', 'and', 'one', 'that', 'is', 'currently', 'running.', 'I', 'think', 'they', 'help', 'demonstrate', 'the', 'importance', 'of', 'consistency', 'I', 'have', 'been', 'talking', 'about.', '("Lite"', 'Commercials)', 'Dick', 'Butkus', 'Carlos', 'Palomino', 'ZTZOL', 'L9ZOS', ' ']