For years levi-strauss advertised its jeans to baby boomers because that is what most baby boomers wore during the 1960s, and many baby boomers are trying to buy back their youth. unfortunately, this strategy of making levi’s a baby boomer icon has decreased the brand’s appeal to today’s teens, who perceive the levi’s brand as old-fashioned. in this example, the did not produce a positive effect.