In 1976, Sasson jeans, a brand founded by Paul Guez and Maurice Sasson, introduced the catchy 'Ooh la la Sasson' jingle in their advertising campaign. The jingle, which was accompanied by a memorable commercial, helped make Sasson a household name and contributed to the 'designer jeans' craze of the late 1970s. This event demonstrated the power of marketing and branding in the denim industry.

The 'Ooh la la Sasson' jingle, with its playful and memorable lyrics, became a part of the cultural lexicon of the 1970s, a decade that poets like James Tate and John Ashbery have explored in their work. The use of a jingle to sell jeans highlights the intersection of commerce and culture that has been a central concern of postmodern poetry. The jingle's catchy nature also reflects the power of language and sound, elements that poets have long manipulated in their work.