In McDonald's branding history, what slogan was introduced globally in 2003?

McDonald's introduced the slogan “I'm lovin' it” globally in 2003.

The campaign marked a major shift toward a short, internationally usable phrase paired with the familiar “ba da ba ba ba” musical mnemonic. McDonald's retained the slogan across advertising, packaging, restaurants, and digital marketing for many years.

The wording is often confused with earlier McDonald's slogans, especially “You Deserve a Break Today,” which was introduced in 1971. “I'm lovin' it” was designed for a more contemporary, youth-oriented campaign and was used in multiple languages and markets.

The campaign's launch involved advertising agencies and a jingle associated with Justin Timberlake, although the branding phrase itself belongs to McDonald's corporate marketing. The apostrophe in “lovin'” is part of the commonly styled slogan.