In McDonald's branding history, what advertising slogan launched globally in 2003?

“I'm Lovin' It” launched globally as a McDonald's advertising slogan in 2003.

The campaign was introduced in Munich, Germany, in September 2003 and then rolled out internationally. It was designed as a unified global brand platform, allowing McDonald's markets to use the same central phrase while adapting advertisements to local languages and culture. The slogan's informal grammar and upbeat tone were intended to sound conversational and youthful.

The campaign also became strongly associated with a five-note musical signature. McDonald's used the phrase and sound branding across television, radio, digital media, packaging, and in-store promotions. The campaign lasted far longer than many earlier McDonald's slogans.

The slogan is sometimes connected only with a jingle or with a particular singer, but the phrase itself is the central brand message. It also should not be confused with “You Deserve a Break Today,” the major McDonald's slogan introduced in 1971.