"You are Zaphod Beeblebrox?" [the insect] squeeked. "Yeah," said Zaphod, "but don't shout it out or they'll all want one." "The Zaphod Beeblebrox?" ""No, just a Zaphod Beeblebrox; didn't you hear I come in six packs?"
January 1, 1970
https://en.wikiquote.org/wiki/The_Hitchhiker's_Guide_to_the_Galaxy